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.

Advertising and Direct Marketing

REVIEW QUESTIONS

  1. Why do you think so many organizations rely on advertising to communicate with customers and potential customers?
  2. What is the difference between a medium and a vehicle? Give examples of each.
  3. Why is direct marketing successful even though some consumers may not like it?