6 Media
The world of media continues to change, providing an ever-expanding variety of options for delivering integrated marketing communication (IMC) messages. But as these options grow, it is important to remember that regardless of how a message is delivered, the principles of message processing remain the same because the brain is still only dealing with audible or written words and visual images. One must still pay attention and learn something. It is also important to understand that any medium, traditional or digital, may be used to deliver an IMC message. The specific media chosen, however, as we shall see in Chapter 12, will depend on the processing requirements of the message.
The media environment has ...
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