Which of the following statements explains why marketers have found it so difficult to create a strong brand using the Internet?
A)Managers' bottom-line focus makes the costs seem too high.
B)Branding and direct response may be counterproductive.
C)Managers do not have a clear understanding of the role of the Web in the branding process.
D)Many marketers mistakenly believe the creation of awareness or the generation of interest will lead to a strong brand.
E)All of the above statements can be used to explain why marketers have found it so difficult to create a strong brand using the Internet.

Question

Quizplus · Accepted Answer

All of the statements given can be used to explain why marketers have found it so difficult to create a strong brand using the Internet. Managers' focus on the bottom line may result in them perceiving the costs of branding on the Internet as too high. Branding and direct response may be seen as counterproductive, with direct response efforts yielding faster results. There may be a lack of clear understanding among managers of the role the Internet plays in the branding process. Additionally, many marketers may falsely believe that simply generating interest or awareness will be enough to create a strong brand. All of these factors make it challenging for marketers to establish a strong brand using the Internet.

Which of the Following Statements Explains Why Marketers Have Found