targeted audiences; c) the use of captive marketing strategies; and d) the exploration of the concept of interactivity in Internet advertising.
Traditional advertising typically uses paid media to communicate concise messages to potential consumers. Even though this form of advertising will continue to play a significant role as a result of technological advances, Nemec argued that businesses should place their emphasis on highlighting the unique qualities of their products and services in the highly competitive environment. More than just investing a large sum of money in reaching large audiences, businesses need to have an integrated marketing campaign that provide
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