The Captivated Consumer Paper

Background

For the past few years, internet has been greatly used in the field of marketing. Consequently, a window of opportunities has been opened for marketers worldwide. Through internet, one can possible exploit various opportunities such as; online retail store, public relations, customer service, branding and advertising. Internet also provides great opportunities for retailers who operate online (Hanson & Kalyaman 2007). The retailers sell large amount of product and services thus increasing their business profit. These retailers can increase their profit by generating traffic on their businesses thus creating a flow of traffic (Lohse & Johnson 2000). Every year, most businesses spend billions of dollars promoting brands, spreading

This is just the kind of advertising that is similar to advertising tools such as outdoor, television or newspaper (Gong & Madox 2015). If a company is seriously in need of offline advertising for the purpose of online presence, then there is the need to use more than just the web address. Print advertising can likely present the value of the internet as a plan for the main advertisement. The Captivated Consumer can refer to the advertising directly through accessing the URL that is found in the print media. This also provides the avenues for evaluating the advertisement effectiveness. If the main purpose was to capture the e-mail of the consumer, then it would be prudent for the business to use a URL that can track the consumer. The merit of using specific addresses of webpages is that it allows promotions of specific domains and sub-domains (Nicholas & Carswell 2012). Offline advertising is too wide and diverse in nature. When advertising offline either through radio, press ads or television; the e-retailer should always include the web address in his offline advertising. It is however, important to note that businesses that aim at building integrity and brand of their site through publishing their URL in newspapers or radio, the brand and integrity is not often

Even though many businesses allocate a lot of their budget on marketing, very few resources are always allocated to the crucial time of the process of purchasing (Teicher 2012). The crucial time is when the customer is right in front of the product and deciding whether or not to purchase a particular product. Techniques used in merchandising such as store designs and displays play a significant role in guiding the behavior of a consumer. Merchandising provides the customers with sufficient information and helps in reminding them of other related websites with similar products and services (Kuo et al,