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Business Math17th EditionMary Hansen 3,734 solutions A variety of options are available to those who wish to advertise on the Internet. Display Ads—banner ads are the most common form of advertising and moved to a new standard known as Universal Ad Package (CAUP in Canada). Rich media ads are growing with a new standard known as Rising Star Display Units. Research shows these are substantially more effective with their interactive capabilities. Other rich media ads are Pop-ups/Pop-unders, which are small message boxes that appear on one's screen. Interstitial ads appear while content is downloading. Similarly, ads shown when a viewer arrives at a website are splash page ads. Ads are good for awareness and the brand is read and presumably processed at a low level of involvement. An extremely small percent are clicked indicating a small portion desire further information at a website or social media vehicle. Paid Search Ads—search engine prompts of key words provide links to related websites. These links are essentially an extremely primitive form of a display ad that encourages additional action of the user desiring to process the message further at website or any social media vehicle potentially. These clearly assist in the shopping for consumers at the information search stage or alternative evaluation stage. Directing to the appropriate website can naturally contribute to brand awareness and brand attitude objectives. Classified and Directory Ads—a substitution of ads from newspapers (e.g., classifieds) and directory books (e.g., Yellow Pages) occurred over the past decade. General (e.g., Kijiji) and specialty websites (e.g., Autotrader) offer advertisers similar targeting options like other media. Similar to search ads, these assist in directing the consumer while shopping. Video and Audio Ads—streaming of video messages via Internet media increased with broadband growth and penetration, giving rise to greater advertising opportunities. Online Video Ads—television-like commercials are available for viewing in many locations such as websites and Web portals. Video available for viewing can include television-like ads that users can view prior to receiving the content. These ads are seen without TV show like content. Digital Video Ads—commercials are placed within programming on major TV networks like CTV. In this respect, consumers view the ads as the "cost" of seeing content not paid for. Podcasting—audio communication is sponsored by advertisers with the effect simulating radio ad. Mobile Ads—penetration level of smartphones provides a growth opportunity for advertisers for short message service (SMS), display, search, and apps. In many respects, each of these is the portable manifestation of what occurs in advertising when one accesses Internet media via a non-mobile device with the exception of apps perhaps. All communication effects can be achieved with substantial levels with mobile ads, however the brand image will be curtailed to a degree due to the smaller screens sizes. However, the on-demand nature of phones, combined with all the different advertising format described above at the touch of one's fingers at any point in time, anywhere, opens the door for considerable brand communication. What is the main reason behind a tremendous growth of direct marketing?High cost of personal selling have led companies to take advantage of direct marketing techniques such as direct response advertising and telemarketing to make the sales force more effective. Direct marketing techniques generate leads that can be screened by outbound or inbound telemarketing.
What is the biggest reason for the growth in direct marketing in recent years?What is the biggest reason for the growth in direct marketing in recent years? Direct marketing allows customers to respond primarily through retail stores.
What is direct marketing considered quizlet?What is direct marketing? Connecting directly with targeted individual consumers to obtain immediate response and cultivate lasting customer relationship.
What is an aim of direct marketing quizlet?a system of marketing by which an organization communicates directly with target customers to generate an IMMEDIATE RESPONSE, request and/or transaction (such as a sale). The goal is to get the consumer to do something; seeking a response.
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What is the main reason behind the tremendous growth of direct marketing quizlet?
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