being written, the world of Internet advertising has moved well beyond
banner adverts; and mobile marketing has begun to make an impact. As
you read this, things may have moved well beyond what we are about
to discuss; just as what we are talking about here would not have been a
part of a textbook written just 5 years ago.
Nevertheless, the really important point to bear in mind is that while
‘ new media ’ will continue to evolve and new means of delivering messages
will be introduced, those messages will still be made up of text, audio, and
visuals. Media changes, but how the mind processes the message remains
the same. The strategic planning process remains the same. New media is
only that; new ways of delivering a message to a brand ’ s target audience
that may or may not make sense as part of the brand ’ s IMC program.