MKTG 330 Chapter Notes - Chapter 1: Integrated Marketing Communications, Media Consumption, Promotional Mix
Document Summary
Chapter 1: an introduction to integrated marketing communications. The mass media are losing their viewers, listeners, and readers to the highly fragmented but more narrowly targeted digital media that allow consumers to be more actively engaged in the communication process. These promotional tools encourage consumers to make an immediate purchase and thus can stimulate short- term sales: trade-oriented sales promotion is targeted toward marketing intermediaries such as wholesalers, distributors, and retailers. This process, along with the ads that result, is to many students the most fascinating aspect of promotion: media strategy involves determining which communication channels will be used to deliver the advertising message to the target audience. Decisions must be made regarding which types of media will be used (e. g. , newspapers, magazines, radio, tv, outdoor, digital) as well as specific media selections (e. g. , a particular magazine or tv program).
