CHAPTER 6

Digital Marketing Communications and Channel Mix

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Explain the terminology and concepts for developing web-specific media plans
  • Classify promotional channels across paid,owned, and earned media and analyze digital marketing investments for RoI
  • Describe the activities that shape the communication mix across different digital marketing channels and learn how to develop and deliver communications message across them
  • Analyze the functions, advantages and applications of the seven important types of digital marketing channels

CASE STUDY Times Internet: The Voice of News

If there is one group in India that has led the news charade for the longest time, it has ...

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