Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 7

When developing a marketing strategy using new digital media, a marketer must be aware of the strengths and weaknesses of these new media. Digital media are relatively new to the field of marketing and have different pros and cons relative to traditional media sources. Different products and target markets may be more or less suited for different digital media outlets.
Review the key concepts of addressability, interactivity, accessibility, connectivity, and control, and explain how they relate to new digital media. Think about how a marketing strategy focused on new digital media differs from a marketing campaign reliant on traditional media sources.