Chapter 6

E-commerce Marketing and Advertising

Learning Objectives | Projects and Exercises

Projects and Exercises

Project 1: Go Native

Review the section on native advertising on pages 404-405. Do you think you can recognize native advertising when you see it? Surf the web and identify at least five examples of native advertising. For each example, explain how your selection was identified and whether you found in an effective method or not, and why.

Project 2: Comparison Shopping

Choose a book, video game, or other product of your own choice and obtain prices at five different websites. Calculate a mean price and standard deviation using an Excel spreadsheet. Why do you think prices are higher at some websites? Are consumers paying more for added value? What is the added value that they are paying for?

Project 3: Searching for Web Beacons

Is there a way for people to know if their e-mail has hidden web beacons? Do a search on the Web to discover more information about web beacons. Then, go to a website and turn on your View Source option and see if you can find a web beacon on the web page you are visiting or within a commercial e-mail sent to you.

Project 4: Advertising Networks

Go to a major online advertising firm such as Google's Google Marketing Platform or Xaxis, and explore products it is offering to marketers. What are its capabilities? Compare the company's offerings to one other major advertising network. Present the offerings of both networks to the class.