The dissertation examines the reasons why consumers click or do not click on banner advertising. A critical review of literature on the effectiveness of banner advertising is presented; a comprehensive pilot study is conducted using secondary and primary research data obtained from a questionnaire distributed among 200 respondents. Conclusions are made about the distaste of consumers for banner ads. Recommendations are suggested about the ways in which banner ads can encourage consumers to click on them.
The paper presents an e-marketing plan for an interior design company in the United Arab Emirates following the SOSTAC framework of situational analysis, objectives, strategy, tactics, action and control. The paper looks at the companies whose products are not traditionally suited for the Internet suggesting how to use the web as a tool to enhance these products, to acquire new customers and to more effectively serve the existing customers.
The paper reports on the strategy and of Carphone Warehouse (CPW) presenting their overview, examining the trends in the telecommunications market with the emphasis on the UK mobile phones market, discussing the websites of Internet mobile phone retailers and conducing analysis of CPW within the frameworks of PEST and Porter's Five Forces models. Recommendations to the company management are suggested.
The paper examines the practices of digital marketing looking at the effect of the technologies involved in digital marketing (most notably the Internet) on the marketing mix. More specifically, the paper analyses how the Internet has affected marketing in terms of the variety of products sold online, the place where they are sold, their are price and promotion channels. EBay is cited as an example to compare traditional, offline and digital, online marketing. The paper then examines some of the ethical, legal, and social issues, namely, the privacy and security of sensitive customer information, unsolicited email communications, marketing to children, and accessibility to certain segments of the population.
This study both examined the reasons why people do and do not click on banner adverts, as well as investigated the relationship between banner advertising and customer loyalty and purchasing intention. In so doing, it had two aims: First, it attempted to validate the findings of previous studies on banner advertising effectiveness. Second, it aimed to understand the effect of banner advertising, for both functional and expressive products, on customer loyalty and purchasing intention.
The Vodafone Portfolio report for Internet Marketing discusses the Company, and the market in which it operates. Vodafone benefits from a market leadership position and the Company's marketing strategy and its Internet marketing activities are critically evaluated and the respective strengths and weaknesses of both are discussed. The report is a complete review of Vodafone's marketing activities along with the appraisal of the same.
The dissertation investigates the use of online marketing in smaller businesses. Academic literature is reviewed on the development of the Internet, the marketing theory, the benefits and risks of online marketing, the issues of unsolicited mail (Spam), etc. Primary research is based on the study of a focus group using questionnaires; secondary research is based on the literature review. Conclusions are made about the effectiveness of the Internet marketing for small organisations.
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