ADV 315 Chapter Notes - Chapter 9: Fortune Brands, Startup Company, Starbucks
Document Summary
From an industrial base to information technology and services. Ex: titanic, star wars, sex and the city. New forms of mass media: the rapid development of info tech such as computers, faxes, cell phones, and internet. From 1995-2001, man start-up companies cropped up using . com . Communication not influenced by time or space. Integrated marketing communications: a comprehensive approach to achieve the obj of marketing campaigns through different promotional methods that reinforce each other. By the mid 1990s marketers shifted from sales promotion to advertising to rebuild value in their brands: cable, tv, satellites, and internet (more chanels) Media planning gained new prominence as the complexity and cost increased. Advertising, sales promotions, personal selling, out of home, pr, social. Integrated advertising with other marketing communication efforts networks, event sponsorship, product placement. Major shifts from traditional advertising, mass media, low agency accountability, general adv, limited internet access to digital//interactive media, specialized media, high agency accountability, data-based marketing, internet availability.
