West, Ford & Ibrahim: Strategic Marketing 
Internet Exercises
Additional Case StudiesWest, Ford & Ibrahim: Strategic Marketing
Chapter 11
- Give two examples of companies that are using online and offline media in an integrated way (e.g. Internet newsgroups and newspaper public relation campaign). Do you think that these two companies are successful in doing so? If yes, Why? If no, what do you think should be done to achieve success?
- Select a number of Internet banners (3-5 banners) that appear on the Yahoo homepage (www.yahoo.com) and find out the main objective of each of them (e.g. enhance brand image, selling product, etc). What do you think of the selected banner/s - can they achieve the required objective or not? Why?
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