Research Paper on:
The Value of Interactive Marketing

Unformatted Sample Text from the Research Paper:
very likely to be seen and read. Today the world has changed, there are many information sources, often present in a concurrent fashion, this means that the battle starts right  from the beginning to try and the target markets attention. The present of an advertisement, on any form of media, does not mean it will be seen, there are too  many potential distractions. It is for this reason that many markets will seek to ensure they have a campaign that has impact. Techniques used to cut through the interference have  been shocking, interesting or attractive images and the use of different sounds and even colours (Kotler, 2003). However, the problem is not just getting attention. There have been many studies  that have indicated with high levels of interference it is also possible for an audience to see or hear an advertisement and then instantly forget the main message. (Hooley et  al, 2003). There are also different forms of marketing that seek to overcome the interference by reducing the potential barriers by trying to create a more direct link between  the audience and the marketing. If we consider the usual televise or radio commercial or a bill board, many things can be taking place at the same time to discourage  attention. Other forms of marketing such as direct mail and internet marketing have fewer potential distraction between the audience and the message. Direct mail has a short time period  in which it can gain attention, when the mail is being opened. There are fewer distraction, the issue then becomes one of getting the recipient to open the mail and  take notice of the message as well as act. This is only a short window, and mail may be discarded, but the initial attention has an advantage over other media