ABSTRACT
This chapter deals with many forms of outbound communication delivery systems in use among marketers. It begins with the traditional advertising media, including television, radio, magazines, newspapers, and out-of-home formats. The chapter considers the newer advertising media such as the Internet and mobile devices. It has two important strengths of magazines: target selectivity and advertising staying power. While most Internet advertising has some kind of interactive element, the chapter focuses on the more outbound-intended Internet advertising forms, including email messaging, search messaging, and general display advertising. The chapter discusses the outbound messaging applications for the other media forms, including sales promotion, direct marketing, and public relations. Outbound messages are those in the traditional model of communications, messages sent from a sender to a receiver. The chapter also considers the media of other marketing communications activities, like promotions, direct marketing, and public relations.
