MKT-3010 Lecture Notes - Lecture 17: Integrated Marketing Communications, Narrowcasting, Pinterest
Document Summary
Information technology: less broadcasting large mass markets, more narrowcasting. Smaller target markets with similar characteristics (cid:1) (cid:1) Deliver clear, consistent, and compelling messages (cid:1) (cid:1) have their own chapter later on wont talk about them today) Elements of an integrated marketing communication strategy (many. Marketing that"s personalized, custom made for specific consumers: growth of data, new technologies. Has created access to better information about consumers purchasing behavior. Allow us to talk to consumers in a brand new way: tools: Online marketing: websites, blogs, social media. Pinterest: the more engaged a consumer is in online marketing, the more money they spend, legislation and regulation. Movement in these areas in terms of reactions (cid:1) (cid:1) Pic on p. 373: sender (firms) Has no control over how the receiver decodes the message: transmitter encodes message. Can be internal or external to the firm: communications channel (media)
