Integrated Marketing Communications and the Changing Media Landscape
Read this chapter, which discusses the different methods of communication employed by businesses to reach their customers, the types of message strategies commonly used, and budgetary issues that companies must consider. Among this chapter's key takeaways, you will learn that as the media landscape changes, marketers may change the type of promotions they use to reach their target markets. With changing technology and social media, less money is being budgeted for traditional media like magazines, and more money is budgeted for "new media". Regardless of the type of media used, marketers use integrated marketing communications (IMC) to deliver one consistent message to buyers.
Factors Influencing the Promotion Mix, Communication Process, and Message Problems
KEY TAKEAWAY
Many factors, such as a firm's marketing budget, the type of product, regulations, target customers, and competitors, influence what composes the promotion mix. Depending on what medium is used, marketers use the communication process to encode or translate ideas into messages that can be correctly interpreted (decoded) by buyers. However, marketers must determine how to get consumers' attention and avoid as much interference and noise as possible. Perceptual processes include how a person decides what to pay attention to and how to interpret and remember different things.