Listed below are most of the over-the-counter pain relievers mentioned in the Chapter 16 case study along with their product or parent company URLs. Use these Websites to answer the questions that follow.

Advil http://www.advil.com

Aleve http://www.aleve.com

Bayer Aspirin http://www.bayeraspirin.com

Nuprin http://www.bms.com

Tylenol http://www.tylenol.com

How are each of these companies using the Web to promote these pain relievers (if at all)? How do these approaches compare to the mainstream media advertising (i.e., television, magazines, etc.) with which you are familiar for each product?

Of the five forms of promotion listed on pp. 440-441, advertising is the most obvious application of the Web. But are firms doing more than just advertising on the Web? To answer this question, take a look at the following homepages:

American Airlines http://www.aa.com

The Discovery Channel http://www.discovery.com

3M Corporation http://www.3m.com

a) Based on what you see here (and drawing from your past Web-surfing experience), would you say that the Web can be used for promotional methods other than advertising? If so, identify and describe these methods, citing examples where possible. If not, why not?

b) How might you expect the promotional applications of the Web to expand as this technology advances?

Whirlpool is a good example of a company that is making the most of the communication potential of the Web. As you explore this Website, answer the questions below:

Whirlpool http://www.whirlpool.com

a) Use this homepage to illustrate the major components of the communication process. Describe how each of these terms applies in this case: message, message channel, encoding/decoding, response, feedback, and noise.

b) How would you rate the Web as a communication medium? What are the advantages and disadvantages of using the Web as a promotional communication channel? For what kinds of companies do you think this medium would be most appropriate?

Explain how the nature of the market affects the promotional mix for the following products. Be sure to discuss each of these market variables: readiness to buy, geographical scope, customer type, and market concentration.

Mercury Plastics http://www.mercuryplastics.com

3DO http://www.3do.com

Consolidated Edison http://www.coned.com

TCBY http://www.tcby.com

Black Enterprise Magazine http://www.blackenterprise.com

In what ways is Intel using its Website to carry out both push and pull strategies? Define these terms and give specific examples of each.

Intel http://www.intel.com

Select a current real-world promotional campaign and locate the corresponding company homepage on the Web. (Television, newspapers, and magazines are good sources of campaign examples.) Identify the central idea - or theme - being communicated. How does this Website fit into the integrated marketing communication strategy for this product?