A rapidly growing interactive medium capturing the attention of marketers is wireless communication. While still in its early stages, some companies are already sending advertisements, coupons, and direct-response offers through cell phones and PDAs. By 2002 an estimated $53 million was being spent on mobile ads in Europe, with estimates that the United States would surpass that amount by 2006. Some applications already integrate global positioning satellite (GPS) technologies, changing the messages sent based on the geographic location of the user. Companies have already begun to use product placements in games as well as to offer special promotions. While just beginning, wireless is already an integrated medium.
Exhibit 15-14 Interactive television has been slow to catch on
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Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.