two parts of a five part research paper
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WEB PRESENCE FROM THE INTEGRATED MARKETING COMMUNICATIONS (IMC) PERSPECTIVE
Discuss how this Web presence parallels the organization’s overall marketing strategy.
Identify and match common elements of the creative strategy along with the media utilized in the promotional process.
Evaluate the clarity and consistency of message components
Evaluate the tonality of the promotional campaign.
COMPETITIVE ADVANTAGE—IS IT SUSTAINABLE?
The Web brand: provide a brand positioning statement (the value proposition).
How is the end user’s (and intermediary user’s) value proposition redefined? Compare the old benefits structure with the new Web site–driven benefits structure.
How is the delivery system redefined?
What is the economic benefit (to the customer and to the business)?
What benefits provided by the Web site (individually or in combination as a bundle) are truly unique and provide the potential for sustainable competitive advantage?
What is the likely competitor response to this Web benefit structure?
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