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Advantages of Online Communication (Interactive Communication (The degree…
Advantages of Online Communication
Round-the-block access to info
Internet provides consumers with access to info around the block
Flexible & adaptable advertisements
Takes time & money to develop an advertisement for the traditional media
More relevant info
Individuals are exposed to continuous stimuli that originate from the mass media, from their work & home environments
Direct Transaction
Effective advertising can yield favourable attitudes to products & intentions to purchase
Production Quality
Technology permits the quality of online graphics, audio & video to match that of print & TV
Lack of Familiarity
Leads to more consumer attentiveness & recall
Interactive Communication
The degree to which 2/more communication parties can act on each other, on the communication medium & on the messages & the degree to which such influences are synchronised
Control: Internet users are in control of navigating the website
Two-way Communication: There is instant feedback on the internet, firms & consumers can modify their responses & personalize their interactions
Synchronicity: Refers to the instantaneous communication between parties
Flow & tele-presence
Flow describes the seamless connections in the internet navigation process
Medium assumes a presence of its own
Absorbs users in this artificial reality