References
Essay and discussion questions
1 Discuss the analogy of Berthon et al. (1998) that effective Internet promotion is similar to a
company exhibiting at an industry trade show attracting visitors to its stand.
2 Discuss the merits of the different models of paying for banner advertisements on the Internet
for both media owners and companies placing advertisements.
3 ‘Online promotion must be integrated with offline promotion.’ Discuss.
4 Compare the effectiveness of different methods of online advertising including banner
advertisements, e-mail inserts, site co-branding and sponsorship.
Examination questions
1 Give three examples of online promotion and briefly explain how they function.
2 Describe four different types of site on which online banner advertising for a car manufacturer’s
site could be placed.
3 Clickthrough is one measure of the effectiveness of banner advertising. Answer the following:
(a) What is clickthrough?
(b) Which factors are important in determining the clickthrough rate of a banner
advertisement?
(c) Is clickthrough a good measure of the effectiveness of banner advertising?4 What is meant by co-branding? Explain the significance of co-branding.
5 What are ‘meta-tags’? How important are they in ensuring a web site is listed in a search
engine?
6 Name three ways in which e-mail can be used for promotion of a particular web site page
containing a special offer.
7 Give an example of an online loyalty scheme and briefly evaluate its strengths and
weaknesses.
8 Which techniques can be used to promote a web site in offline media?
References
Agrawal, V., Arjona, V. and Lemmens, R. (2001) E-performance: the path to rational exuber-
ance, McKinsey Quarterly, No. 1, 31–43.
Atlas DMT (2004) The Atlas Rank Report: How Search Engine Rank Impacts Traffic [not
dated]. Atlas DMT Research (www.atlassolutions.com).
Berthon, P., Lane, N., Pitt, L. and Watson, R. (1998) The World Wide Web as an industrial
marketing communications tool: models for the identification and assessment of opportu-
nities, Journal of Marketing Management, 14, 691–704.
Berthon, P., Pitt, L. and Watson, R. (1996) Resurfing W^3 : research perspectives on marketing
communication and buyer behaviour on the World Wide Web, International Journal of
Advertising, 15, 287–301.
Bicknell, D. (2002) Banking on customer service, e.Businessreview, January, 21–2.
BrandNewWorld (2004) AOL research published at http://www.aolbrandnewworld.co.uk.
Branthwaite, A., Wood, K. and Schilling, M. (2000) The medium is part of the message – the
role of media for shaping the image of a brand. ARF/ESOMAR Conference, Rio de Janeiro,
Brazil, 12–14 November.