MAHA Global and IPR: Do Actions Speak Louder Than Words?
E-marketing communication
1. E-Marketing Communication 05 May 2008 / Lecture slides for Digital Marketing course Contact: ysoylu@su.sabanciuniv.edu Yeşim Soylu Melike Akdülger Okan Erol Ilgın Ece Şahin Kemal Yerlikaya Seda Çetin
23. Strengths & Weaknesses of Media Criterion TV Radio Magazine Newspaper Direct Mail Internet Involvement passive passive active active active interactive Media Richness multi- media audio text and graphic text and graphic text and graphic multi-media Geographic Coverage global local global local varies global CPM low lowest high medium high medium Reach high medium low medium varies medium Targeting good good excellent good excellent excellent Track Effectiveness fair fair fair fair excellent excellent Message Flexibility poor good poor good excellent excellent