RESEARCH-food or drink brands online.

From: Alexander Sampson <AS077_at_students.stir.ac.uk>
Date: Wed, 28 Jul 1999 09:39:14 -0500 (CDT)

Have you ever wondered why a brand such as Coke or Ragu
should be advertised online and/or have a web site?

The Internet gives the opportunity to involve the audience,
provide customer support and rich product specific
information while the gap between the advertising exposure
and the sale can be minimised by selling online. But for
common, repeat-purchase food or drink brands, some research
has shown that customer support is not necessary and that
little product-specific information is required prior to
purchase. Furthermore, such brands can only be sold offline
and it is uncertain whether their target audience are
Internet users or whether other media would satisfy
marketing objectives in a better way.

So why are such brands advertised online? Does exposure in
the Internet affect the brand's equity or is presence in the
medium driven by hype and competitive actions? Your opinion,
as an Internet advertising/marketing expert is necessary in
order to give an answer to the above questions! Responses
will remain confidential and be included in a thesis that is
a prerequisite for acquiring a Masters degree in marketing
from the University of Stirling in the UK.

Please take a moment and respond to a short survey. You will
get an All-in-one Internet advertising and marketing
resources web page and exclusive access to the full report
(when finished) in return.

Just click on the link below:
http://www.inetsurvey.com/Survey.cgi/as077/Brands

Regards,

Alexander Sampson, MSc Marketing, University of Stirling, UK, 1999.
e-mail:as077_at_stir.ac.uk
URL:http://www.stir.ac.uk/marketing

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Received on Wed Jul 28 1999 - 10:08:49 CDT