COM 250 Chapter Notes - Chapter 13: Branded Content, Sales Promotion, Marketing Mix
22 Nov 2016
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Must be coordinated with the entire marketing mix (product, price & place) in order to have the greatest impact. Consumers are changing - they are better informed & able to communicate more quickly with today"s technology. Marketing strategies are developing focused on individual marketing programs rather than mass marketing. Digital technology is causing huge changes in the way companies & consumers communicate with one another. In the consumer"s mind, messages from different sources. & promotional sources just become part of one message about the organization. Recognize all touch points & deliver the same message with each contact: major advertising decision: (1) setting advertising objectives: a speci c communication task, to be accomplished with a speci c target audience, during a speci c time period. Informative advertising: used heavily when introducing a new product (2) category, & the objective is to build primary demand.
