tailieunhanh - Chapter 17: Using Digital Interactive Media and Direct Mail

To explore the important factors advertisers weigh when considering digital interactive media and direct mail. Each medium has its own distinct characteristics and each has unique advantages and drawbacks. Advertisers must be able to compare the merits of these media and understand the most cost-effective ways to use them in their media mix. | Using Digital Interactive Media and Direct Mail Factors advertisers weigh when considering digital interactive media and direct mail McGraw-Hill Irwin Contemporary Advertising 11e Copyright 2008 by the McGraw-Hill Companies Inc. All rights reserved. 17-3 Chapter 17 Objectives Discuss the opportunities and challenges of digital interactive media Explain the evolution of interactive media Debate the pros and cons of the Internet as an advertising medium Define the various kinds of Internet advertising Determine and measure the Internet s audience Explain how Internet advertising is sold and how much it costs Enumerate the various types of direct-mail advertising Categorize costs associated with direct-mail advertising Assess which kinds of mailing lists are .

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