1. Discuss the various roles (objectives) that online advertising can play as a part of the integrated marketing communications mix.
2. Assess the various advertising alternatives that are available online. For each, describe the strategy, including limitations, and give an example.
3. Online advertising has become an important part of the communications mix. Discuss the strengths and weaknesses of online advertising.
4. What is mass customization? Give an example of mass customization.
5. Define interactive communications. How does a marketer decide on what medium to use?
6. What is clickthrough rate?
7. What is stickiness?
8. Explain what is meant by sponsorship as it relates to online advertising, using an example to illustrate.
9. What are the two types of opt-in lists used with email advertising?