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.
After studying this chapter, you will be able to:
Discuss the various opportunities and challenges presented by 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.
Discuss the Net's audience and the challenges involved in measuring it.
Explain how Internet advertising is sold and how much it costs.
Enumerate the various types of direct-mail advertising.
Detail the various costs associated with direct-mail advertising.
