MKTG 317 Lecture Notes - Lecture 7: Integrated Marketing Communications, Marketing Communications, Beat Music
28 Feb 2016
School
Department
Course
Professor
Document Summary
Numerous tools to communicate with target audience. Problem nike wanted to address: their footwear women weren"t buying nike"s shoes, but were wearing other nike apparel. Started the nike she runs event: about women getting together and running at night to address issue of women running alone at night. Tools used: social media, customizable pictures, short film, they had an app, traditional advertising (print ads in magazines, billboards, transit shelters, publicity had the big running event, in-store promotions (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) To reach customers, it is essential to get to know them and to speak their language to communicate well. Integrated marketing communications: coordinating all communication to assure the consistency of messages at every contact point where a company meets the target customer. Success depends on : understanding the target market, analyzing trends in the marketplace, understanding the importance of communication. Use this model if asked for on the exam.
