MKT 100 Chapter Notes - Chapter 10: Integrated Marketing Communications, Ritz Crackers, Cable Radio
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MKT 100 Full Course Notes
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Once companies have developed products and services, they must communicate the value and benefits of the offerings to current and potential customers in both business-to-business and business-to-consumer markets. Integrated marketing communications provide an approach designed to deliver one consistent message to consumers through a company"s promotions that may span media from tv (cable, broadcast, satellite, and internet) radio, magazines, websites, mobile phones, professional selling, and social media. Ritz crackers uses the tagline a taste of welcome" on its websites, social media, and traditional advertising. Digital includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices in all formats. Traditional advertising spend includes advertisements that appear in paper directories, magazines, newspapers, out-of-home (eg. billboards), as well as broadcast and cable radio and television. Promotional mix: specific promotion vehicles that inform and remind customers about the product or service, and motivate a purchase.
