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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Advertising and Sales Promotion

Web Research Questions


1		Selecting an advertising agency is a complex, time-consuming process because it usually involves a long-term relationship. Traditionally an agency will make a pitch to a company showing creative ideas. These "pitches" can cost thousands of dollars and involve the entire agency for weeks in preparation. Pretend you are a marketing manager seeking an agency for a new snowmobile designed for very cold weather conditions. Review the Web sites of the following agencies to see which would warrant further investigation. Indiana Marketing vbdi Nortext



2		Coupons and contests are simple, low-tech promotion devices. See how they have adapted to the Internet. What do you think about the following Web sites? Rate them. Coupons Canada http://www.alloy.com/ (a teen Web site with contests)



3		There are large outdoor advertising companies like Mediacom and Northern Lites that sell large billboard space. A Brampton company, ReadMe-media, is taking outdoor advertising to the local market by selling ad space on private vehicles. Write a summary of billboard and local outdoor advertising options, recommending an appropriate option to a local merchant.



4		An often overlooked and undervalued medium today is radio. The Radio Marketing bureau Web site is designed to be of assistance to advertisers and to convince them to advertise on radio. Write a short review of the site and what the Radio Marketing Bureau offers a potential advertiser.

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