Creating the Perfect Online Marketing Message

Kevin M. Ryan and Rob Spider Graham

Chapter Chapter 4 in Taking Down Goliath, 2014, pp 67-83 from Palgrave Macmillan

Abstract: Abstract As marketers our job is to communicate with people. This means moving information from the advertising space and into their minds. We define the message as the understanding, knowledge, or information that is retained by consumers after they are exposed to or interact with an ad.

Keywords: Competitive Advantage; Diffi Cult; Marketing Message; Online Marketplace; Emotional Trigger (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44421-9_5

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DOI: 10.1057/9781137444219_5

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