MCS 3620 Chapter Notes - Chapter 7: Interactive Advertising Bureau, Viral Marketing, Click-Through Rate

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Online communications offer a high degree of personalization. Medium is unique b/c it allows an organization to listen to customers, learn from them & deliver content & services tailored to their responses & actions. Canada has 1 of the highest levels of internet penetration and broadband access. Seems that canadians have adopted internet while maintaining a strong appetite for other traditional media. Traditional media use by canadians has declined from 50 hours/week to 45 hours. Time spent w/ a media is a factor media planners will consider. Internet now ranks 3rd in terms of weekly time spent w/ all media. Among 18-24 year olds, internet is #1 in terms of weekly time spent w/ a media. Internet is an ideal medium for reaching younger canadians as well as middle-to-upper income households. Internet is taking on mass media status b/c of time spent will it.

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