Define, Then Compare and Contrast, the Concepts of Individualization and Interactivity.

Topics: World Wide Web, Advertising Pages: 1 (263 words) Published: September 25, 2012
Define, then compare and contrast, the concepts of individualization and interactivity. Individualization refers to the idea that the user has control over their internet experience. The internet is a free and open environment in which the user has access to a seemingly infinite amount of information and entertainment. Because the internet is so vastly large, the user has the ability to see what he or she wants to see. Unlike television or radio, internet users can choose what to look at and when to look at it, creating a unique experience. We call this unique experience individualization. Interactivity, on the other hand, permits brands and products to become more involved with the internet user. Brands can place advertisements and other visuals on pages that their desired user is likely to view. These two featues often work together to help optimize the relationship between the user and a brand.

Why, in your opinion, is Internet a good medium for offering sales promotions to consumers? The internet is a wonderful medium for offering sales promotions to consumers because of individualtion and interactivity and the connections they produce. Because users choose which parts of the internet they want to see, advertisers can associate preferances in web pages with shopping preferances. For example, when a user chooses to visit Kelley Blue Book's website, we can likely infer that that user is interested in purchasing or selling a vehicle. Because the user choose to visit this website and likely has an interest in purchasing a vehicle, lots of automobile brands choose to place ads on this website.
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