Integrated Marketing Communication
IMC-4
Chapter 9:
Q1: What concerns do some customers still have about e-commerce?
A: Many consumers are still wary of purchasing products over the Internet for 4 reasons:
1. Seller opportunism: Where fraud and identity theft are two of the main worries.
2. Security issues: Where identity theft remains a problem, as does theft of credit card numbers.
3. Privacy issues: Because people worry about being bombarded with marketing materials. They also do not like having their purchasing and surfing habits monitored.
4. Purchasing habits: Because many people are more comfortable with shopping in a store rather than online and having things delivered.
Q2: What is interactive marketing?
A: Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers.
Q3: What 4 forms of online advertising are used by marketing teams? 1. Banner or display ads 2. Classified ads 3. Purchase spots on search engines 4. Online media/video ads.
Q4: What is meant by the term Search Engine Optimization (SEO)? How can it be accomplished?
A: Search engine optimization is the process of increasing the probability of a particular company’s web site emerging from a search. The three methods to accomplish it are: 1. A paid search insertion 2. Organic or natural emergence 3. Paid search ads
Chapter 3
Q5: Describe the three main forms of business-to-business sales?
A: ?
Chapter 11
Q6: Describe a frequency program. Which type of users pays off the best (to the company) in a frequency program? (Light users, medium users, or heavy users?) Why?
A: A frequency program is an incentive plan designed to cause customers to make repeat purchases. The best target for a frequency program is the group in the middle, neither low nor heavy users. Incentives can encourage this group to continue to buy, because they often will make enough
Chapter 9:
Q1: What concerns do some customers still have about e-commerce?
A: Many consumers are still wary of purchasing products over the Internet for 4 reasons:
1. Seller opportunism: Where fraud and identity theft are two of the main worries.
2. Security issues: Where identity theft remains a problem, as does theft of credit card numbers.
3. Privacy issues: Because people worry about being bombarded with marketing materials. They also do not like having their purchasing and surfing habits monitored.
4. Purchasing habits: Because many people are more comfortable with shopping in a store rather than online and having things delivered.
Q2: What is interactive marketing?
A: Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers.
Q3: What 4 forms of online advertising are used by marketing teams? 1. Banner or display ads 2. Classified ads 3. Purchase spots on search engines 4. Online media/video ads.
Q4: What is meant by the term Search Engine Optimization (SEO)? How can it be accomplished?
A: Search engine optimization is the process of increasing the probability of a particular company’s web site emerging from a search. The three methods to accomplish it are: 1. A paid search insertion 2. Organic or natural emergence 3. Paid search ads
Chapter 3
Q5: Describe the three main forms of business-to-business sales?
A: ?
Chapter 11
Q6: Describe a frequency program. Which type of users pays off the best (to the company) in a frequency program? (Light users, medium users, or heavy users?) Why?
A: A frequency program is an incentive plan designed to cause customers to make repeat purchases. The best target for a frequency program is the group in the middle, neither low nor heavy users. Incentives can encourage this group to continue to buy, because they often will make enough