Exposure, Attention, And Comprehension On The Internet Analysis Essay Example
Exposure, Attention, And Comprehension On The Internet Analysis Essay Example

Exposure, Attention, And Comprehension On The Internet Analysis Essay Example

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  • Pages: 3 (565 words)
  • Published: April 19, 2018
  • Type: Case Study
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The marketing strategy aims to create curiosity and interest in the audience to purchase the magazine to learn about the winner. However, there are potential drawbacks to this kind of marketing. Some people consider all commercial emails as spam and ignore them, depriving marketers of the chance to communicate with their subscribers. Marketers must resort to word play to increase their chances of getting their emails delivered. In addition, not everyone uses their email for commercial vendors. Some email providers allow users to whitelist specific addresses or domains, while others blacklist them if too many clients report them as spam.

During the 2000 Super Bowl, ABC launched its Enhanced TV Web site and invited viewers to engage in a live interactive experience while watching their favorite shows. The site offered viewers opportunities to play games, answ

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er trivia questions, vote in polls, chat with others, and win prizes. The site attracted an estimated one million hits due to its ability to increase exposure, attention, and comprehension among viewers.

The website www.etv.go.com covers a variety of sports, entertainment, reality programs, and awards shows such as Monday Night Football, the Academy Awards, Super Bowl, and Super Millionaire. The Enhanced TV for Super Bowl 2000 had tremendous promotion on ABC with intentional exposure. Viewers can also play games and watch recap shows, leading to maximum accidental exposure. Maintaining exposure was possible through the creation of 40,000 cool graphics for the games, as well as other player statistics to view and chat options for visitors. Enhanced TV had high viewer awareness and consciousness of the Super Bowl with high affective arousal levels. Viewer involvement was also high where chatting room

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interaction and voting in polls was possible. ABC utilized opportunities to extract consumer knowledge to develop effective marketing strategies. Super Bowl being aired on prime time with no distractions enhanced the exposure environment. To relate this to personal web surfing patterns, individuals should consider why they visit certain sites. From the marketing strategies discussed in the case, individuals can determine the most and least influential tactics. For instance, Facebook.com has a front page with content that could be of interest to a user based on their personal preferences.

To list the reasons for visiting certain websites, users often cite social networking sites as a way to stay in touch with friends, both old and new, and to participate in forums, exchange ideas, gossip and comment. Additionally, users visit these sites to stay updated on news from their favorite celebrities, play games, take quizzes, exchange pictures and engage in online shopping. Facebook has been successful in expanding its network by encouraging its current users to invite more friends and family. However, Facebook does not pay its users, unlike email campaigns that offer incentives for website visits. When competing with companies that have brick-and-mortar stores, internet-only companies can focus on customer loyalty and repeat purchases to gain exposure and attract consumer attention away from established competitors such as Amazon.

Amazon's strategy to secure returning customers is based on providing user-friendly features, prompt and dependable delivery, timely customer support, content that offers a wealth of options, and a secure transaction platform. Compared to physical options such as bookstores or libraries, Amazon has been the top choice for many users due to the ease of perusing titles. Amazon

implemented free shipping options for orders totaling $99 in 2003, subsequently changing it to orders above $25.

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