iSeeit!: Influences on Online Purchasing Behavior

Marketers use analytics to understand consumer purchasing behavior. This activity is important because once marketers have a better understanding of how consumers make their purchasing decisions, they then develop their own strategies to further influence those decisions.

The goal of this exercise is to illustrate how marketers influence online purchasing behavior in both visible and invisible ways. See this influence in action at Wanderlust Tours in the video that follows.

Click the $$ button to watch the video. Then, answer the questions that follow.

Thea and Uri, marketers at Wanderlust Tours, are discussing different ways to influence the online purchasing behavior of would$-$be adventure travelers. Thea suggests including banners or video ads on the firm$$s website and other social media sites. Which of the following describes this form of marketing influence?

Multiple Choice

visible paid story

visible paid search

invisible geotracking

visible paid display advertising

invisible sponsorship