Practice Quiz

CLEP Marketing

Category - E-Commerce

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Using a “handoff” strategy to drive and enhance customer responses to a brand means that marketers must
  1. Target only Internet-savvy consumers for Web media campaigns
  2. Emphasize traditional advertising, especially in rural areas
  3. Pair traditional advertising efforts with Web media campaigns
  4. Handoff advertising reins to social media marketing
  5. Develop a mix of print and television media campaigns
Explanation
Answer: C - Using a “handoff” strategy to drive and enhance customer responses to a brand means that marketers must pair traditional advertising efforts with Web media campaigns. Print, billboard, and television have a wide reach but can only provide limited information. In contrast, Web media can provide a much larger amount of information, but its reach is much more limited than traditional venues. Marketers using e-commerce to increase brand awareness and sales recognize the strengths and weaknesses of each venue and “handoff” components to the strengths.
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