Advertising and Communication

By interactive advertising we mean all forms of advertising which allow the viewer to interact during its broadcast. If in the beginning, it could have been a simple click on an advertising banner on the Internet, now interactivity goes much further. The phenomenon has even expanded to television, where interaction is mainly done using the remote control, or on the telephone. Interactive advertising has a particularly new character, which arouses public interest. It's a great way to tell a story and get a message across. In addition, the possibilities linked to interaction techniques remain numerous. This is an excellent way to create a link between the consumer and the brand, especially if it is a young target. The latter now wants to have an experience, even through advertising. Interactive advertising must rely on its fun and innovative nature to stand out and thus build customer loyalty. Marketing communications (also known as marcom) refers to the messages and materials that marketers use to communicate with target markets. Examples of marketing communications include traditional advertising, direct marketing, social marketing, presentations and sponsorships.

Autorentext

PhD. Dr.-Ing. SEKIMONYO SHAMAVU Christian ist Dozent an der Fakultät für Erdöl, Erdgas und erneuerbare Energien der Universität Kinshasa im Fachbereich Erdölwirtschaft und -management und Experte für internationales Management fossiler Energieträger.