Management and Organizational Studies 3322F/G Chapter Notes - Chapter 7: Advertising In Video Games, Interactive Media, Video Advertising

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Tsorng- Yeh Lee

Document Summary

Chapter 7: planning for online and interactive communications. Since personalization is one of the cornerstones of customer relationship management programs, the internet is becoming an attractive communications alternative for marketers. Control has shifted from the advertiser to the consumer. About allowing customers to participate in developing messages and interacting with brands engagement. The average canadian spends about 45 hours a month browsing the internet, the majority of that time spent on social network sites. By age category, younger people spend much more time online than older people. Online and interactive marketing communications (figure 7. 2 and 7. 3 on page 194) The internet is absolutely essential for reaching an audience under the age of 35 years old. Net revenues for online advertising total . 6 billion. Challenge facing marketers: they must devise a plan that effectively integrates online advertising into the marketing communications mix, they must determine how much to invest in online advertising.