24210 Chapter Notes - Chapter 14-16: Direct Marketing, Xml, Near Field Communication
Document Summary
Direct marketing - whereby organisations communicate directly with target customers to generate a response and/or a transaction. Inform/educate customers in an attempt to lead to future actions. Interactive/internet marketing - allows for a back-and-forth ow of information whereby users can participate in and modify the form and content of the information they receive in real time. 80% of australians use the internet every month. The average australian is online for over 40 hours a months across over 50 individual sessions. 10 million australians visits facebook each month, spending an average of 7 hours a month on the site. Owned media - a media channel that a brand owns such as their website. Paid media - most traditional style of advertising, when a brand pays to leverage a channel such as display ads. Earned media - when consumers become the media talking, word of mouth, often the result of well-executed and well-coordinated owned and paid media.
