Marketing Communications

CHAPTER 15

E-communication

CHAPTER OBJECTIVES

This chapter will help you to:

z Assess the importance of the Internet and other new media as interactive

communications tools

z Distinguish the different types of e-marketing tools related to different

communications objectives

z Understand the Internet as an advertising medium, its success factors, and the

different types of Internet advertising

z Learn about the new evolutions in social media platforms such as Facebook, Twitter

and Pinterest, mobile marketing, interactive television, blogging and podcasts

z Understand how the Internet contributes to relationship marketing

z Learn how the effectiveness of e-communications can be measured

CHAPTER OUTLINE

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