Multimedia and Interactive Marketing in the Digital Age  

What is interactive marketing? How is it different from traditional marketing function? What part does multimedia play in it? Who’s currently doing it and why? Does it replace traditional marketing? Will interactive marketing help companies to better market products and reach customers? These are the questions many companies and individuals are asking. During this panel discussion I will attempt to answer these questions by sharing my thesis research findings on the topic. I will also discuss the future of interactive marketing and the products that will be used to deliver it.

Gibbs, Bruce R. STC Proceedings (1996). Articles>Multimedia>Marketing

Multimedia Theater: The Roles of Audience in Multimedia  

Creating a multimedia title is much like creating a movie. The multimedia team has to work with many of the same components (sound, animation, graphics, and text) as a movie production team. Many multimedia developers see their work not as a product but as a production. Some developers no longer work in offices but in “studios,” Given this cinematic atmosphere and similarities in drama and multimedia, one can see how literary or dramatic terms can be used to describe reader (audience) roles in multimedia. In multimedia, the audience can become several different roles. This paper discusses these roles and how or if multimedia teams should react to them.

Gibbs, Bruce R. STC Proceedings (1996). Presentations>Multimedia>Audience Analysis