BU470 Lecture Notes - Lecture 5: Product Placement, Marketing Communications, Marketing Mix
Document Summary
Options: traditional media advertising: television, newspaper, magazine, radio, direct response solicitation, mail telephone and broadcast solicitation, out of home: billboards and posters, bus shelters, movies, product placement, event marketing and sponsorship, publicity and . Challenges: the path to purchase has evolved: Consumers are unlikely to passively receive brand information through legacy mass media. Consumers actively seek info when they want to need it. Much more consumer to firm, consumer to consumer and consumer about firm communication exists. Because of increased social influences on purchase, word of mouth and advocacy have become especially important: bottom line: brand messaging now is even less under marketers control. Marcom effectiveness: print: somewhat focused engagement; no obvious disruption, targets well, challenges: Message must be clear at a glance. Both brand and product must be easily identified. Newspapers and magazines are experiencing subscription declines. Marcom effectiveness: online: benefit: accessible and can leverage other touchpoints. The site as gateway to direct communications (newsletters, emails) or purchase;
