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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Using More Vehicles for More Reach and Greater Impact

For each scenario, there are at least 10 missed opportunities for a cyberbrand to reach either Joe or Mary. And in all seriousness, cyberbrands need to grasp the urgency of utilizing offline marketing strategies to increase brand awareness and drive traffic to a Web site. There is every indication from the two scenarios of Joe and Mary that the following factors come into play:

  1. Work and play patterns of the average consumer in the new economy are fast-paced.

  2. Joe and Mary contribute to the rising statistics and research findings from consumer reports on daily media intake.

  3. Joe and Mary represent audience fragmentation, based upon the number of communication vehicles they encounter in the course ...

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