The choice between print and broadcast media is often portrayed as a choice between high- and…

The choice between print and broadcast media is often portrayed as a choice between high- and low-involvement media. What makes one medium inherently more involving than another? How will the characteristics of an ad’s message affect the decision to employ an involving versus an uninvolving medium?

What unique characteristics of digital/interactive advertising and IBP offer advantages over traditional forms?
What are the challenges that face advertisers when they try to measure the impact of advertising and IBP digital and interactive campaigns on the Internet? If you were manager, which metric(s) would you rely on to judge success of a campaign?
What role does sales promotion play in the trade channel and in business markets?

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