What are the advantages and disadvantages of engaging in interactive marketing using the Web?
What will be an ideal response?
It allows the companies to send tailored messages that engage consumers by reflecting their special interests and behavior. Marketers can build or tap into online communities, inviting participation from consumers and creating a long-term marketing asset in the process. The Web offers the advantage of contextual placement, buying ads on sites related to the marketer's offerings. Marketers can also place advertising based on keywords from search engines, to reach people when they've actually started the buying process.
Using the Web also has disadvantages. Consumers can effectively screen out most messages. Marketers may think their ads are more effective than they are if bogus clicks are generated by software-powered Web sites. Advertisers also lose some control over their online messages, which can be hacked or vandalized.
You might also like to view...
Even if consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision. One of these is unanticipated situational factors. What is the other factor?
A) Amount of purchasing power B) Attitudes of others C) Short-term memory capabilities D) Ability to return merchandise E) The self-concept
______ is a necessary and distinguishing characteristic of successful organizations.
a. Training and development departments b. Organizational change c. Organizational culture d. Conflict resolution
To what does the physical distribution customer service level refer?
A. It refers to the ability of a firm to deliver rapidly and dependably what customers want. B. It refers to the costs to carry a product in inventory. C. It refers to the length of time a product is stored in inventory. D. It refers to the effort put in by channel members to meeting customer needs. E. It refers to the location of distribution centers.
Younis Corporation's income statement appears below:Income StatementSales (all on account)$1,240,000 Cost of goods sold 780,000 Gross margin 460,000 Operating expenses 416,571 Net operating income 43,429 Interest expense 14,000 Net income before taxes 29,429 Income taxes (30%) 8,829 Net income$ 20,600 The company's net profit margin percentage is closest to:
A. 37.1% B. 1.7% C. 3.5% D. 2.4%