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Web Storefronts
Opening a web storefront establishes a company's presence on a new communications medium. Although most advertisers spend only a small amount of their advertising expenditure on the Internet, the costs of developing and maintaining web storefronts or company home pages should be considered as part of the advertising expenses. A web store invariably includes information about products. By providing extensive information about products, a web store may have a better chance to succeed. A computer modem seller might provide extensive information about communications standards, network architecture, and so forth to appeal to a wide audience. Content-rich web pages lure visitors just as flashy advertisements induce consumers... read more
The Informational Content of Advertising
The economic effects of advertising lead to a better understanding of why to advertise but give less direction on the question of what kind of advertising to employ. The content of advertising messages shifts dramatically depending on whether their function is to inform consumers about price, product quality, and product uses (as in informative advertising), or whether it is designed to shift consumer tastes ... read more
Product Differentiation
Informative advertising is most desirable when products are differentiated and consumers find it difficult to select the ones that best fit their preferences. This chapter summarizes only the effects of advertising on product differentiation. Products are said to be "vertically differentiated" if all consumers agree on which product is better... read more
Types of Internet Advertising
A fundamental consideration in Internet advertising is finding ways to distribute information to consumers or inducing consumers to visit web sites. When firms solicit customers, however, such activities are regulated under various statues governing disclosure, liabilities, and truth in advertising. Therefore, what constitutes advertising on the Internet is an important issue to be settled in the near future... read more
Email Marketing Solutions
If you want your email marketing programs to be successful, you must take into consideration the following aspects... read more