The text described the Internet user as being in a “leaning forward” mind-set compared with, say, the TV viewer who is “leaning back.” Explain what this means and why the distinction is advantageous or problematic for online advertisers.
Answer to relevant QuestionsCan banner ads be effective if less than 0.3 percent of all people click through them? Assume you are a direct marketer of a line of merchandise imprinted with the logos of major universities. These items are targeted to the fans and supporters of university athletic programs. Detail how you would compile an ...Which is more important for an advertiser: maximizing reach or maximizing frequency? Explain in detail. When an advertiser uses the latter, what implicit assumption is that advertiser making? Explain your understanding of why in the case of mature products with familiar brands greater advertising weight is effective in increasing sales only when affective cues are used in advertising the brand.
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