Management and Organizational Studies 3322F/G Chapter Notes - Chapter 7: Online Advertising, Mass Customization, Media Mix

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Mansure Khamitov

Document Summary

The internet is the number one medium for audiences under 35 in terms of time spent with media each week. Challenges marketers face: they much devise a plan that effectively integrates online advertising into the marketing communications mix, they must determine how much to invest in online advertising. Audiences can be targeted based on demographic and geographic variables, by time of day, day of week, and be behaviour. Behaviour targeting: a (cid:373)ea(cid:374)s of deli(cid:448)eri(cid:374)g o(cid:374)li(cid:374)e ads (cid:271)ased o(cid:374) a (cid:272)o(cid:374)su(cid:373)er"s pre(cid:448)ious surfi(cid:374)g patter(cid:374)s. Cookie tracks consumers surfing behaviour, which is an electronic identification tag send from a web ser(cid:448)er to a user"s (cid:271)ro(cid:449)ser. Ideal for reaching consumers when they are researching a purchase. Mass customization: the development, manufacture, and marketing of unique products to unique customers. Traditional media passive by nature, targets an audience. Online media interactive by nature, consumers target content.