Instructions that will appear on exam for the essay portion:
Please answer the following essay questions using complete sentences.
Feel free to use any diagrams, tables, or drawings that will help clarify
your answers. The best answers will be thorough yet concise.
Brief, sketchy answers will not be rewarded with a majority of the possible
points. Sheer length does not substitute for quality. Good
luck!
Regarding Web marketing communication, discuss the conversion process on the Web (i.e., taking surfers through the various stages to re-purchase).
Define and discuss caching and undercounting. What does it mean for measuring promotion success?
Discuss the relative effectiveness of personal selling and advertising during the steps in the consumer and organizational purchase decision process. How does the effectiveness of the Web fit into this discussion?
List and discuss potential promotion resources where you can put a website's URL.
Regarding look and feel, within organization, discuss at least three practices related to "keeping it shallow."
Describe and discuss two ways to "take your e-store live." Be sure to include at least three criteria to consider when choosing among the alternatives.
Describe and discuss the major methods of promotion for an e-store, beyond using the Internet itself.
What are promotional products? What are some of the advantages (i.e., what is the value) of using promotional products? Discuss the top buyers/users of promotional products and why they are heavy users/buyers.
Regarding look and feel, discuss two elements each for site appearance and organization.