MCS 3620 Chapter Notes - Chapter 7: Viral Marketing, Personal Digital Assistant, Advertising Campaign

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Bharat Sud

Document Summary

Traditional media use by canadians has declined from 50 hours a week to 45 hours. Such a drop is the result of more time being spend online. An adverage of 17 hours per week online. Internet noew ranks third in temrs of weekly time spent by all adults with all media. 18-to-24 year old age group, the internet is the number one medium in terms of weekly hours spent with a medium. 25 to 34 years old, the internet is fast approaching the time levels of television and radio. Unique visitor: an individual who has either accessed a site or been served unique content and/or advertising messages. The challenge facing marketers is two-fold: 1. They must devise a plant that effectively integrats online advertising into the marketing communciations mix: 2. They must determine how much to invest (share to budget) in online advertising.