MKT-3050 Chapter Notes - Chapter 13: Ad Council, Headache, Social Network
Document Summary
Communication models in a web 2. 0 world: marketing messages can assume many forms with a variety objectives. From quirky tv commercials and viral videos to blimps with blinking messages. Savvy marketers know each element of the marketing mix is a form of communication: all marketing communications aims to either inform, remind, persuade, or build relationships. Today, messages assume many forms: quirky tv commercials, innovative websites, viral videos, sophisticated magazine ads, funky t-shirts, blimps blinking messages over football stadiums even do-it-yourself, customer-made advertising. Some marketing communications push specific products (like the apple ipad) or actions (like donating blood), whereas others try to create or reinforce an image that represents the entire organization (like general electric or the catholic. Church): the best promotional strategies are those that blend several diverse forms of marketing communications, as well as different types of each form. Promotional plans that actively seek to establish a multitude of contact methods and touchpoints are called integrated marketing communications, or.
