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Cybermarketing, 2nd Edition by Upkar Pardesi, Matthew Bickerton, Pauline Bickerton

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Chapter 8

Producing your promotional materials online

If you haven't produced promotional material for the net before, you should start by comparing what you can do on the net with other media. In many areas, the Internet offers additional functionality over and above traditional promotion mechanisms.

  • Internet promotional materials can be used more flexibly than other media: each customer might take a different route through your site.
  • Internet promotional materials can be changed and re-published more cheaply than materials in other media.
  • They allow greater interaction, allowing customers to talk to each other, or to a company when it suits them. Firms can post messages, and customers pick them up and reply exactly when it suits them. Promotional ...

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