Chapter Questions
Define interactive marketing communications and explain its key characteristics.
What might go wrong with the use of interactive marketing communications?
Identify reasons why organisations use online advertising. How did the Salvation Army use online advertising?
Describe three types of online ad formats.
What are the differences between in-game advertising and advergame advertising?
How do group discount schemes, such as Groupon, work?
Identify the two main types of value derived by organisations when using sales promotions online.
To what extent is online public relations just online advertising?
Explain the concept 'media catching'.
According to the IPA, multichannel advertising campaigns are most effective when there are 3,4 or 5 media. Why is this?