Chapter Nine Outline - Chapter 9 The Internet • The...

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Unformatted text preview: Chapter 9 The Internet • The Internet’s Role in Brand Promotion • The Internet will be important but is unlikely to replace other forms of brand promotion or even to become the main method of communicating with target audiences. • Internet technologies and opportunities are changing dramatically: • small businesses are selling through auction sites • social networking provides a new way of delivering promotional messages • new venues like Second Life offer communication opportunities very different from traditional message delivery • The Internet’s structure and potential as an advertising medium offer ways for marketers to create and deliver messages that are significantly different from those in traditional mass media. This is especially true on a global scale. • The Internet’s Role in Brand Promotion, Continued Exhibit 9.1 Countries with the Most Internet Users • Internet Media • Internet media for marketing consists of email, Usenet, and the World Wide Web. Marketers must make their pages easier to find and harder to avoid. • Accessing pages via the World Wide Web involves: • surfing/using a search engine • portals and websites/mash-ups • personal websites and blogs • Knowing where and how consumers are spending their time online is an important part of marketing. • Internet Media, Continued Exhibit 9.2 What Americans Are Doing Online 9-6 •...
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Chapter Nine Outline - Chapter 9 The Internet • The...

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