Ch 7 Questions 9-11

9. What are some of the advantages of direct e-mail marketing?
- targeted interested consumers
- high response rate
- more effective than purchases e-mail lists

10. Why is offline advertising still important?
- not only attract people who are already on-line but also attract those who will be on-line in the near future.
- nearly 100% market penetration into American households
- target a broader range of consumers

11. What is the difference between hits and page views? Why are these not the best measurements of Web traffic? Which is the preferred metric for traffic counts?
- Page Hits – number of http requests received by a firm’s server
- misleading metric because a single page can generate multiple hits
- Page Views – number of pages requested by visitors
- misleading because a page of multiple frames will generate multiple views
- Of these two metrics, Page Views is the preferred metric because it generally much more accurate