5
e-Advertising and Digital Communication
Chapter Objectives
- To understand the role of the web both quantitatively and qualitatively in terms of communication.
- To understand the in-depth changes for the communication plan in particular concerning the structuring of media and the communication strategy to be developed
- To identify the main online venues to feature a brand, product or services
- To identify the techniques of Search Engine Optimization or search engine marketing which allow this visibility
- To envisage the likely evolutions in the field of digital communication
5.1 Internet: A Communications Media in Its Own Right
Today, the Internet is a media in its own right. Present in all fields, it is a key aspect of any communications ...
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