paper 9 - Ashley Sellers 11/7/10 Paper #9 MKTG 3740...

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Ashley Sellers 11/7/10 Paper #9 MKTG 3740 Internet is the most rapidly adopted medium other than black and white television. Today, an estimated 71 percent of households in North America are connected. The reasons for this phenomenon can include the following: The general public has a desire for information, control of that information, speed, and convenience. Businesses are looking for effective customer targeting, and more direct feedback. Technology has facilitated high-speed access, instituting safeguards that increased confidence in the medium and two-way communication flow. Today’s marketers’ recognize that the rapidly changing media environment is making it increasingly difficult to reach their target audiences and communicate effectively with them. The mass media is losing their viewers, listeners, and readers to the highly fragmented but more narrowly targeted digital media that allow consumers to be more actively engaged in the communication process. More and more companies are using an integrated marketing
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paper 9 - Ashley Sellers 11/7/10 Paper #9 MKTG 3740...

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