Explore BrainMass

Explore BrainMass

    Marketing Ground Rules and the Use of Banners for Internet Ads

    Not what you're looking for? Search our solutions OR ask your own Custom question.

    This content was COPIED from BrainMass.com - View the original, and get the already-completed solution here!

    I need help with the following (2) questions:

    1. The first point is ground rules; they are a critical component to focus groups and when establishing the ground rules, it is important to remember that all members must participate as much as possible. However this can lead to problems with time management and can obstruct your primary goal which is generating useful information. Because the focus group sessions are often a one-time event, it's useful to have a few, short ground rules that maximize participation, stay with the allocated time slot and maintain focus. Consider the following three ground rules: a) keep focused, b) keep moving forward and c) get closure on all questions. The second point covers the agenda which will help to maintain the focus; consider the following agenda: a) welcome/introductions, b) review of agenda, c) review of goals, d) review of ground rules, e) questions and answers, and f) wrap up. How about a few examples of ground rules or agendas for focus group meeting you would hold to benefit your organization?

    2. What is you opinion on the effectiveness of Internet banners for marketing purposes? They are a proven concept where the initial investment in testing their effectiveness has already been made years ago. Do you believe it is fiscally responsible to not spend too much money on market tests to quickly without first determining your return on investment (ROI)? Bottom line... companies must make a profit to survive so cash has to be spent wisely. Also, there is always an opportunity cost associated with every spending decision. Can anyone in the class give me any examples of how to gauge the effectiveness of a marketing effort in terms of ROI?

    © BrainMass Inc. brainmass.com December 24, 2021, 8:41 pm ad1c9bdddf
    https://brainmass.com/business/marketing/marketing-ground-rules-banners-internet-ads-301955

    SOLUTION This solution is FREE courtesy of BrainMass!

    I would add a couple of ground rules. First is to ask if one needs clarification of anything. Sometimes people are afraid to seem stupid if they ask for clarification. Not asking can lead to off topic discussions or members of the group not participating. The second is to realize that the rights to participate and have opinions are for all. Civility often deteriorates in any group with a single misplaced reaction to an opinion or discussion topic. Having a ground rule of civility or rights for all is important to keep this type of issue from occurring or having a reference back for the facilitator as to the ground rules. As for the agenda, the questions and answers should also include concerns. Sometimes people have concerns that may be valid or keep people from wholly embracing or participating in both the meeting and the projects. In the introduction a flexible amount of time for the meeting should be acknowledged. Some people need to have a framework for meetings so they can relay information to others and make a time for calling back customers, vendors, family, managers and others. Also, it helps some members to understand the amount of time they are expected to participate and any issues that may force time changes. It also helps to eliminate off topic discussion or at least minimizing them. For example:

    Introduction/welcome, discussion on expectations of focus group outcomes and time available, review of agenda, review of goals, review of ground rules, question and answers, concerns, wrap up, and then an evaluation survey to help with future focus groups.

    I think Internet banners can be affective when used judiciously and in the appropriate places. Using a shoe ad in the NASCAR game is probably not going to be effective, nor is men's deodorant in the kids' clothes sale. What makes a good ROI? Sales and income. So to gauge the effectiveness would be to check for increases in units sold, pricing sales, order increases. However another ROI would create discussion or attention to the product or ad. When an ad is bad and is made fun of by media or people, it is gaining attention and therefore creating more return on investment. The Super Bowl ads are not bought to just provide advertisement for a product, but for most companies to bring continuing attention because Super Bowl ads are reviewed and talked about, good or bad. Also the product ads continue to be discussed in future advertising, media specials, articles, and on the street. Good ROI for the price of a single advertising entity.

    This content was COPIED from BrainMass.com - View the original, and get the already-completed solution here!

    © BrainMass Inc. brainmass.com December 24, 2021, 8:41 pm ad1c9bdddf>
    https://brainmass.com/business/marketing/marketing-ground-rules-banners-internet-ads-301955

    ADVERTISEMENT