Cybermarketing: your interactive marketing consultant by Regina Brady, Edward Forrest, American Marketing Association

By Regina Brady, Edward Forrest, American Marketing Association

A set of articles at the most recent advancements in interactive advertising. the topics lined contain incorporating interactive media into revenues, advertising communications, direct reaction and ads, media improvement, and patron centred suggestions for the net.

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Additional resources for Cybermarketing: your interactive marketing consultant

Example text

How quickly have things changed? Here are a few examples: · In 1964 the yearbook for the electronics industry listed only 3 main consumer products: radios, phonographs, and television. The number of color TV sets sold was so small that it was not thought worthwhile to even record. · Today this same yearbook lists dozens of different product categories. A typical superstore selling consumer electronics, major appliances, and home office equipment carries approximately 4,000 different pieces of merchandise.

In the business world the advent of laptop and portable PCs plus WANs (Wide Area Networks) and LANs (Local Area Networks) mean that more and more PCs have the ability to link electronically with others. Which is good for the future of online communication and information transfer. In the consumer arena the proliferation of CD-ROMS, interactive kiosks in public spaces, and expanded audio and video PC capabilities have moved us quickly from an ASCII (or pure text) presentation to a richer and more vibrant environment.

Ads today are generally contained in a space (a page in a publication) or a time (a television or radio commercial). In cybermedia the message must move from an entertaining delivery of small bits of information to advertising that invites consumers to choose the information they want to access. Advertising must move from a passive one-way delivery of information to a two-way medium in which consumers can choose the information they want to access. Edward Forrest, Lance Kinney, and Michael Chamberlain discuss how commercial messages will become multidimensional and transactional.

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