In a short essay, discuss the advantages to publishing marketing research reports on the Web. Give an example of how one company has benefited from such use of new media

What will be an ideal response?

There are a number of advantages to publishing marketing research reports on the Web. These reports can incorporate all kinds of multimedia presentations, including graphs, pictures, animation, audio, and full motion video. The dissemination is immediate, and an authorized person anywhere in the world can access the reports online. These reports can be searched electronically to identify materials of specific interest. For example, a Coca-Cola manager in Brazil can electronically locate the portions of the report that pertain to South America. Storage and future retrieval is efficient and effortless. It is easy to integrate these reports to become a part of the decision support system.