This chapter introduced you to the Internet and interactive media. It explained some of the objectives for these media and how they can be used in an IMC program.
The discussion of the Internet focused on understanding the key terms used in the industry,the objectives sought when using the Internet,and Internet communications strategies. In addition,the role of the Internet in an IMC program was discussed, with an explanation of how all the IMC program elements can be used with the Internet. Advantages of the
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