1. Explain the difference between marketing and marketing communications.
2. What are some reasons why online advertising constitutes only about 9 percent of the total advertising market?
3. What kinds of products are most suited to being advertised online?
4. What is the difference between an interstitial ad and a superstitial ad?
5. What are some of the reasons for the decline in click-through rates on banner ads today? How can banner ads be made more effective?
6. Why are some affiliate relationships called “tenancy” deals? How do they differ from pure affiliate relationships?
7. There is some controversy surrounding paid placements on search engines. What are some of the issues surrounding paid placement search engines? Why might consumers object to this practice?
8. What are some of the advantages of direct e-mail marketing?
9. What is the difference between hits and page views? Why are these not the best measurements of Web traffic? Which is the preferred metric for traffic counts?
10. Define CTR, CPM, CPC, and CPA.
11. What are the key attributes of a good domain name?
12. What are some of the steps a firm can take to optimize its search engine rankings?
13. List and describe some Web site design features that impact online purchasing.
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