UKNM: Internet advertising for food or drink brands.

[Alexander Sampson]

Dear Sir or Madam,


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.


...So why not take a moment and respond to a short survey and 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:

as077stir [dot] ac [dot] uk

URL:http://www.stir.ac.uk/marketing


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