Introduction
We are going to apply the AIO (i.e., activities, interests, and opinions) model to web attractors and links
(i.e., promotion).  You will choose one site meaningful to you on each of the three dimensions of the AIO
model (i.e., you’ll choose one site for an activity, one for an interest, and one for an opinion).  Ideally, these
should be basic sites dedicated to the topic(s) of your choice.  A good choice might be a trade association
or its equivalent for your topic.  Here are a few examples.  Remember to look for ideas, not exact matches
to what you want to do on your web site.

Activity               Interest              Opinion                 Organization                                  Web Site
tennis                                                                      American Tennis Assoc.                 usta.com
                          fashion                                           Vogue Magazine                            style.com
                                                  social issues          Social Issues Research Centre        sirc.org

Other ideas for activities—work, hobbies, travel, shopping, sports
Other ideas for interests—job, community, media, achievements, family
Other ideas for opinions—yourself, politics, education, future, culture
_______________________________________________________________________________
Step 1  List your topics:

A

I

O

Step 2  List your web sites:

A

I

O

Step 3  Rate your web sites’ content and links
Follow two links on the main page of your web site that catch your attention and make you want to check
them out.  List the two links per web site below and rate them as indicated.  For example, the USTA has
links to Diet Pepsi, a sponsor of the U.S. Open, and the USTA's own Internet newsletter.  (For some sites,
you may have to click on a link's button.)

Rate content and level of interest in links on a scale of 1=low to 5=high.

    Web Site (URL)      Content Rating    Reason for Link (e.g., attractor type)     Your Level of Interest in Link
(e.g., dietpepsi.com          4                      sponsorship                                                   2)
 
 
 
 
 

Step 4  Evaluation
Describe your overall assessment of each web site's success in attracting and holding you.  Where would
you expect to find promotional efforts for this web site?  Be brief.
 
 
 

Step 5  E-tail web site
Visit your favorite retail web site.  Given the material we’ve covered in the chapters thus far, especially on
attractors and promotion and purchase, write a few sentences about this e-tailer’s contact efficiency and
conversion (i.e., what is it about the site that makes you want to interact and what elements make it easier
to buy?).  Be brief.