E-Marketing summary
Chapter 1
Senders: Consumers send tens of millions of messages and put millions of photographs and videos online. They think and work according to tried and trusted patterns.
Utilization of customer date builds up a lot of experience for direct marketers.
Wehkamp placed the first direct response advertisement on TV magazines. (direct response: consumers can order directly from there)
Direct marketing tools used by: mail order companies, insurance companies, training institutes, banks, the automotive industry, fund raisers, publishers, thousands of commercial product and service suppliers.( sort: direct mail, telephone, email , internet)
Producers of fast moving consumers goods use: Mass media: newspapers ,door-to-door, flyers, radio, TV.
In mass communication the marketers are usually the senders. Previously feedback is being tracked by clicking behavior an actual responses. The well- informed 21st century consumer knows where to find information and, together with other consumers, is proving greater transparency than ever.
Digital communication: Internet, e-mails and Sms.
It has been reported that the number of communication has increased by between 70 and 250 times during the course of a single generation. Meaning that the recipient’s brain is much more strong than before – messages can be read and understood completely differently from what the marketer had in mind, which can produce unexpected and unintended effects.

The filters that recipient of information uses to process the information are primarily:
1 Distortion: Means that we read what we think there is.
2 Deletion: If someone reads a newspaper and after 10 min. says that he has read it, in fact he has not even read a part of 1 % of it.
3 Generalization: Means drawing a conclusion on the basis of one or few observations.
Chapter 2
Eye tracking involves the use