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.

Discussion Questions and Activities

ACTIVITIES

  1. Identify your three favorite and least favorite commercials and explain why you like or don't like each one. Notice whether there are similarities in your preferences. In other words, are your favorite commercials humorous? Are your least favorite commercials annoying?
  2. Create a message strategy for a cover letter to go with your résumé.
  3. Outline three message strategies that you feel would get consumers' attention in television commercials and in print ads.
  4. Create a sales promotion you think will attract a lot of students to your favorite fast-food restaurant.
  5. You are applying for a job in an advertising agency. Write an ad about yourself, explaining your unique selling proposition and why they should hire you.
  6. Watch television at three different times (late night, mid-day, and prime time). What types of commercials were shown at each time? Did you notice a difference in quality, products/services advertised, or creativity? Why do you think there was a variance?
  7. What media do you think would be most (and least) effective for college students? Why?