Management and Organizational Studies 1021A/B Chapter Notes - Chapter 12: Integrated Marketing Communications, Free Newspaper, Inbound Marketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Sarah Ross

Document Summary

Today, marketing communications is in a new phase: we call it the age of. Selective reception, where social media keeps marketers and advertisers honest in 140-character bursts and where marketers increasingly interact in two-way conversations with consumers through digital formats such as blogs, social networks, podcasts, and online video. Whereas once marketers wholly controlled the messaging, today consumers are largely in control of whether they receive marketing communication messages, and if so, when, where, and on what device. Uninhibited, and encouraged by easy-to-use social media platforms, consumers today readily scorn marketing messages that mislead or insult, instead choosing to forward messages that creatively engage and get people talking. Marketers have taken note and realize that to yield results, they must weave creative components into campaigns to engage and interact with consumers. A changing consumer: consumers choose how, if an when to listen to advertising messages, time spent with the media.