Chapter at a glance

Main topics

>■ The characteristics of interactive marketing communications 350

>■ Integrated Internet marketing communications 357

>■ Objectives and measurement for interactive marketing communications 363

>■ Offline promotion techniques 370

>■ Online promotion techniques 373

>■ 1 Search engine marketing 373

> 2 Online PR 384

>■ 3 Online partnerships 388

>■ 4 Interactive advertising 391

> 6 Viral marketing 400

>■ On-site promotional techniques 402

>■ Selecting the optimal communications mix 403

Case study 8

Making FMCG brands sizzle online 407

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