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Chapter 7

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

Marketing and Consumer Studies
Course Code
MCS 3620
Bharat Sud

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Chapter 7:
Planning for Online and Interactive Communciations
Internet Penetration and Adoption
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
Online and Interactive Marketing Communications
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
Online advertising provides immediate feekback to advertisers regarding how efectively their
message reached the target; it automatically gears ads to personal viewer's tastes, and it
generally reaches receptive consumers
Since online advertising is measurable, it should be attractive to marketing organizations
The expansion of broadband capabilities and the growing penetration of cell phones and other
small electronic devices will provide for video downloading
The Links among Online Communications, Traditional Communications, and E-commerce
Traditional forms of advertising drive customers online. Online communciations provide detailed
information. The information could lead to an online purchase (e-commerce) or an offline purchase.
Online communications strategies must complement offline communications strategies.

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The Internet and Targeting
Behavioural Targeting: A means of delivering online ads based on a consumer's previous surfing
Ideal for reaching consumers when they are researching a purchase
Cookie: An electronic identification tag sent from a web server to a user's browser to track the user's
browsing patters
A small text file uploaded to a consumer's web browser and sometimes stored on that person's
hard drive
Can be used to remember a user's preferences
By tracking preferences, an organization can directly tailor messages to reach specific
Impression: An ad request that was successfully sent to a visitor. This is the standard way of
determining exposure for an ad on the web
Mass Customization: The development, manufacture, and marketing of unique products to unique
Online and Interactive Communications Planning
Interactive Communications: The placement of an advertising message on a website, or an ad
delivered by email or through mobile communciations devices
The Online and Interactive Communications Planning Process
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