2. MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce Main Page I N F O R M A T I O N & C O M M U N I C A T I O N Market Approach M A G N A G R O U P 1 29/08/97 Traditional One-to-Many Marketing Communications : MASS MEDIA F Content Medium C C C C C

3. MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce Main Page I N F O R M A T I O N & C O M M U N I C A T I O N Market Approach M A G N A G R O U P 2 29/08/97 Model of Marketing Communications for Interpersonal & Computer mediated Communication Content Medium C Content C

4. MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce Main Page I N F O R M A T I O N & C O M M U N I C A T I O N Market Approach M A G N A G R O U P 3 29/08/97 New Model of Marketing Communications in a Hypermedia Computer- Mediated Environment Content C Content C ContentMedium Content C C F F F F

5. MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce Main Page I N F O R M A T I O N & C O M M U N I C A T I O N Market Approach M A G N A G R O U P 4 29/08/97 New Model of Marketing Communications in a Hypermedia Computer- Mediated Environment –Machine Interactivity »With not Through –Telepresence »Extension –Hypermedia »Multimedia –Network Navigation Content C Content C ContentMedium Content C C F F F F

6. MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce Main Page I N F O R M A T I O N & C O M M U N I C A T I O N Market Approach M A G N A G R O U P 5 29/08/97 Planned-Behavioral Model: Intention to Use a Hypermedia CME Usage Attitude Intention to use Subjective Norms Ease of Access Ease of Use Price Knowledge Past Experience Skill Attributes Benefits Needs Perceived Behavioral Personal Norms Social Norms Critical Mass Culture

7. MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce MODEL: Mass Media Person- CME Hypermedia Planned- Behavioral New Paradigm: E-Commerce Main Page I N F O R M A T I O N & C O M M U N I C A T I O N Market Approach M A G N A G R O U P 6 29/08/97 A New Paradigm: E-Commerce Case The Transformation of Marketing Activities –Implementation is not in their present form –Constructs Ad model for interactive many-to-many The Evolution of Marketing Concept –In “Information Superhighway”, consumer is not being included in the development –Driven by what can be done Technologically rather than According to Customer Needs –Market involvement is a must Include cooperative goal of facilitating the development of the market itself Become active participants in the process