It's Not About Advertising

Topics:
Brand Management,
Brand Strategy,
Internet Advertising
Tags:
Advertisement,
BIM,
Internet
Source:
BIM

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Overview: This paper describes how the Internet audience is not just a lonely mob of self-possessed navigators. The reason Internet marketing works is that one can influence and ?obtain? the Internet audience as customers is that they are afloat in a sea of media and seek structure and direction. While Internet users may have control of time and space (they control the mouse) they are still accessible to a certain kind of message with a certain cadence and nuance. When marketers get it right, the pay-off is tremendous.

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Format: PDF | Size: 99KB | Date: Apr 2001 | Pages: 4

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