Management and Organizational Studies 3322F/G Chapter Notes - Chapter 7: Web Banner, Video Advertising, Search Advertising

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

Document Summary

Chapter 7 - planning for online and interactive communications. Online communications offer a high degree of personalization. And because personalization is one of the cornerstones of crm programs, the internet is becoming an attractive communications alternative for marketers. Control has shifted from the form the advertiser to the customer, which marketing organizations must adapt too. With such a high use of digital media one would think that canadians have less time for traditional media, however instead canadians have adopted digital media technologies while maintaining a strong appetite for traditional media as well. Canadians spend more time online than any other country including high wired countries such as china, south korea and u. s. Online and interactive marketing communications the internet is a mass reach medium much like television, radio and print. 80% of canadians or 27. 2 million people use the internet for personal reasons.