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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
The Dimensions of Advertising

Internet Exercises


The Internet exercises here address the two core areas of advertising covered in Chapter 1: advertising as communication (Exercise 1) and as a marketing tool (Exercise 2).
  1. The Communication Process

    2. Go online and surf the Net for an interesting website. Then answer the following questions:
    1. What are the various means available to advertisers for encoding and sending a message in cyberspace?
    2. What are some potential sources of noise when marketers send a message via the Internet?
    3. What types of feedback are available to marketers that can help determine message delivery/comprehension?
    4. Choose one website or advertising banner as an example and identify the following communication elements: source, author, message, channel, receiver, feedback, and potential noise.
  2. Role of Advertising

    3. In Chapter 1, you learned about the standard definition of advertising and the various roles and forms that advertising can take. Browse through the following websites and discuss what type of advertising each uses and what the purpose of the advertising is:
    1. American Cancer Society www.cancer.org/
    2. Tobacco BBS www.tobacco.org
    3. Nike www.nike.com
    4. Ford www.ford.com
    5. McDonald's www.mcdonalds.com
    6. F.A.O. Schwartz www.faoschwartz.com
    7. United Parcel Service www.ups.com
  3. Advertising history

Advertising Age Interactive offers some historical looks at advertising in its "50 Best Commercials." Visit the site and discuss how advertising has changed over time. (www.adage.com) and in its "History of TV Advertising" (www.adage.com)








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