Management and Organizational Studies 3322F/G Chapter Notes - Chapter 7: Retail, Social Media Marketing, Mobile Advertising

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: John White

Document Summary

Chapter 7 planning for online and interactive communications. Online communications offer a high degree of personalization. It"s a(cid:271)out allo(cid:449)i(cid:374)g (cid:272)usto(cid:373)ers to parti(cid:272)ipate i(cid:374) de(cid:448)elopi(cid:374)g (cid:373)essages a(cid:374)d i(cid:374)tera(cid:272)ti(cid:374)g (cid:449)ith (cid:271)ra(cid:374)ds a concept referred to as engagement. 79% of canadian households have access to the internet and canadians spend more time online than anyone. Internet ranks a strong second to television in terms of time spent with media on a weekly basis. Time spent with the media is an important factor that media planners consider when making recommendations to their clients about what media to use. In terms of targeting, the internet is absolutely essential for reaching an audience under the age of 35 years. The largest investors in online advertising include: automotive companies, packaged goods companies, financial institutions, and retailers. The internet has surpassed daily newspapers and is now second only to television in terms of share of total canadian media advertising revenue.