Advertising & Promotion Questions

What may have driven advertisers to embrace the Internet early on in its development despite considerable uncertainty about audience size, audience composition, and cost-effectiveness?

What unique characteristics of Internet brand promotion offer advantages over traditional forms?

What is it about the World Wide Web that makes it a powerful tool for niche marketing?

Part 9 (Answer in 150 words min)

Direct marketing is defined as an interactive system of marketing. Explain the meaning of the term interactive system, and give an example of a no interactive system. How would an interactive system be helpful in the cultivation of brand loyalty? 

What characteristics of direct marketing make its growing popularity a threat to the traditional advertising agency?

Part 10 (Answer in 150 words min)

What characteristics of sales promotions account for the high levels of expenditures that have been allocated to them in recent years?

What is brand proliferation, and why is it occurring? Why do consumer sales promotions become more commonplace in the face of rampant brand proliferation? Why do trade sales promotions become more frequent when there is excessive brand proliferation?

Consumers often rationalize their purchase of a new product with a statement such as, “I bought it because I had a 50-cent coupon and our grocery store was doubling all manufacturers’ coupons this week.” What are the prospects that such a consumer will emerge as a loyal user of the product? What must happen in order for such consumers to become loyal?