Advertising

Review this chapter, which you read earlier in the course. It discusses 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. This time, answer the discussion questions at the end of the chapter.

Integrated Marketing Communications (IMC)

REVIEW QUESTIONS

  1. Explain the concept of integrated marketing communications.
  2. How is the media used by organizations changing? What age group is driving the change?
  3. What factors are causing the media landscape to change?
  4. What are some different types of online media? Which types are most popular with college students?