Introduction
My task as the marketing manager of the mobile phones seller is to determine the appropriate channels, tools, forms and suitable solutions for online promotion. Up to this moment the company has only advertised off-line, but now is willing to make a step into the virtual world.
Pull & push media
The traditional media previously employed for marketing campaigns- print media, TV, radio are typically push media, meaning that the information about the product is “pushed” on to prospect consumers without any activity from their side. These are one-way communication channels, rather than dialogs. They are largely impersonal, however, they reach large audiences.
The term pull media is used to describe interactive methods of advertising. It generally applies to on-line advertising. The main characteristic of pull media is the initiative from the consumer side that is necessary for the message to be delivered. Pull media create dialog; they are two-channel communication systems. In general they are less annoying as the consumer is actually looking for the information rather than it being pushed upon him without any consent. Nevertheless, also the pull media are becoming a source of anger and dislike due to numerous propositions to start the dialog on-line, due to unethical use of personal and contact information, and other unethical business practices. This has to be taken into account if a company wishes to start advertising on-line.…
