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Traditional One-to-Many Marketing Communications : MASS MEDIA

Explore a transformative shift in marketing towards hypermedia computer-mediated communication. Learn about the evolution of the marketing concept and why market involvement is crucial for success in the digital age.

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Traditional One-to-Many Marketing Communications : MASS MEDIA

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  1. Traditional One-to-ManyMarketing Communications : MASS MEDIA F Content Medium C C C C C

  2. Model of Marketing Communications for Interpersonal & Computer mediated Communication Content C Medium Content C

  3. New Model of Marketing Communications in a Hypermedia Computer- MediatedEnvironment F F F Content C F Content Medium Content C Content C C

  4. New Model of Marketing Communications in a Hypermedia Computer- MediatedEnvironment • Machine Interactivity • With not Through • Telepresence • Extension • Hypermedia • Multimedia • Network Navigation F F F Content C F Content Medium Content C Content C C

  5. Subjective Norms Personal Norms Social Norms Critical Mass Culture Attitude Attributes Benefits Needs Intention to use Ease of Access Ease of Use Price Knowledge Past Experience Skill Perceived Behavioral Planned-Behavioral Model:Intention to Use a Hypermedia CME Usage

  6. A New Paradigm:E-Commerce Case • The Transformation of Marketing Activities • Implementation is not in their present form • Constructs Ad model for interactive many-to-many • The Evolution of Marketing Concept • In “Information Superhighway”, consumer is not being included in the development • Driven by what can be done Technologically rather than According to Customer Needs • Market involvement is a must • Include cooperative goal of facilitating the development of the market itself • Become active participants in the process

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