ABSTRACT
The world of non-traditional media continues to grow at an astonishing pace, driven by innovations in ‘new media’, providing an ever-expanding variety of options for delivering IMC messages. But as these options grow, it is important to remember that regardless of how a message is delivered the principles of message processing remain the same because the brain is still only dealing with audible or written words and visual images. One must still pay attention and learn something. It is also important to understand that any medium, traditional or non-traditional, may be used to deliver an advertising or promotion message. The choice, however, as we see in Chapter 11, will depend on the processing requirements of the message.
