i) The direction of the advertising message is reversed:
- In traditional advertising, the message is imposed on the consumer, who is passive; the customer is delivered over to the advertiser in a one-to-many model of marketing communications.
- On the web, the consumer chooses to view an advertisement on a site, takes actions to uncover the information the advertiser wishes to deliver and enters the “clickstream” (taking further action).
ii) Content regains importance as the core of the advertising effort
- Traditional advertising uses brief distilled messages to catch and hold our attention and depends on repetition to deliver the message. Content is minimized and simplified to fit the time constraints of media or the size constraints of the page
- However, packing the maximum amount of meaning into the minimum amount of content is critical
Kavungya answered the question on May 9, 2019 at 14:27
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