MKTG 2030 Lecture Notes - Lecture 8: Procter & Gamble, Integrated Marketing Communications, Marketing Communications
19 Apr 2016
School
Department
Course
Professor
Document Summary
Companies that have mastered the complexities of the new marketing communications paradigm have been very successful. An example of such a company that have learned, adapted and used the new marketing communications strategy to its advantage is procter & gamble (p&g). P&g still uses 10% of its sales advertising like in. 1998 but its unit sales growth has increased three times as much. This shows that p&g is successful at leveraging its marketing communications. Even though the company has cut its advertising of tide by nearly 16%, tide"s advertising has become even more targeted- for example with more allocation for. Chinese, italian and punjabi customers in canada and latino customers in america. Every one of our brands is targeted by james r. stengel, p&g. P&g has taken the mass out of marketing by targeting its brands. The best way to select the right combination of tools is to use a method which is called the integrated marketing.
