MKTG 345 Lecture Notes - Lecture 1: Integrated Marketing Communications, Database Marketing, Direct Marketing
28 Sep 2018
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Used to mainly be advertising and promotion. Now added direct marketing, online, more publicity. All tactics look and sound alike: every medium, way to reach a consumer, etc. needs to be the same in that the brand look and messages is consistent. **many companies only do about 4 out of the 7. (1) marketing dollars are shifting: when budgeting to market to customers, the amounts are drifting towards new ways to advertise (shifting away from conventional media) (2) advertising is a lesser part of the marketing mix: things are changing, ex. Newspapers are not as popular: shifting to more targeted alternatives, able to reach people through new niches, was(cid:374)"t possi(cid:271)le (cid:271)efore digital (cid:449)as arou(cid:374)d. (3) power has shifted from manufacturers to retailers: ex. Nestle largest food and coffee company: the retailers are in charge (basically only walmart and target) and amazon, e(cid:454). Wal(cid:373)art (cid:449)ould(cid:374)"t a(cid:272)(cid:272)ept a soap (cid:271)ra(cid:374)d de(cid:449) to the hea(cid:448)(cid:455) plasti(cid:272) pa(cid:272)kagi(cid:374)g.
