Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 3

Consumers and businesses conduct external searches when they lack sufficient internal knowledge to make a wise decision. Assume you have $50,000 to $70,000 to spend on a sailboat. Locate four Web sites that sell sailboats. Select one in your price range. Why did you select that particular brand What features are attractive to you Would you want any additional information before making a final purchase decision