MKT 2210 Lecture Notes - Lecture 29: Broadspectrum, Product Placement, Audience Measurement

• School: University of Manitoba
• Department: Marketing
• Course: MKT 2210
• Professor: Malcolm C.Smith

Document Summary

Online and oline approaches used by marketers to reach consumers. Online digital world has changed markeing communicaions while also highlighing the tradiional oline approaches needed to reach ever-elusive consumers. Rely on metrics to evaluate success and determine future direcion. Self-expression has become the new form of entertainment, with people posing comments, wriing blogs and creaing video as forms of self-expression. In the age of selecive recepion, consumers choose how, if, and when to listen to adverising messages. Time spend with media: many consumers spend more ime on the internet than with other forms of media. The digital reality that sees consumers aggregate online is inluencing tradiional oline media organizaions to create websites that atract people on the internet. Magazines, newspapers, and tv news programs atract viewers. Adverisers are following consumers to the digital arena, making adjustments to media plans to best serve clients lomoar cpsd| 987298.