Senior management of your organization has expressed concerns that current advertising practices are ineffective within interactive environments. Leadership is concerned about losing market share by not reaching potential customers. You have been asked to explore these advertising concepts, and then present your findings at their next meeting.
Prepare a PowerPoint presentation on reaching potential consumers using interactive marketing techniques. The presentation should address the following:
- Determine some of the advertising challenges in reaching a diverse audience in today's marketing environment.
- Define the demographic and psychographic characteristics of online consumers.
- Explain, in detail, how marketers can create effective advertising and promotional materials using interactive marketing. Provide examples to illustrate and support your recommendations.
- Explain how the information gathered about customers can be used to adjust marketing communications or product offers.
- Consider how mobile marketing can be used as a part of the IMC program.
Incorporate appropriate animations, transitions, and graphics as well as speaker notes for each slide. The speaker notes may be comprised of brief paragraphs or bulleted lists.
Support your presentation with at least three scholarly resources published in the last 5 years. In addition to these specified resources, other appropriate scholarly resources may be included.
Length: 12-15 slides (with a separate reference slide)
Notes Length: 100-150 words for each slide
Be sure to include citations for quotations and paraphrases with references in APA format and style where appropriate. Save the file as PPT with the correct course code information.
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