MCOM 323 Lecture Notes - Lecture 1: Brainstorming, Guerrilla Marketing, Media Planning

• School: Towson University
• Department: Mass Communication
• Course: MCOM 323
• Professor: Kim

Document Summary

Any instruments or tools of communication used in society. Deliver content that informs and entertains the audience. Connect the (cid:271)ra(cid:374)d"s (cid:373)arketi(cid:374)g (cid:373)essages with the target audie(cid:374)(cid:272)e: ex. --> starbucks, uses many types of media through apps, tv, computer, magazine, outdoor displays, indoor displays, cups, etc. Engage (cid:272)o(cid:374)su(cid:373)ers with the (cid:271)ra(cid:374)d"s (cid:373)arketi(cid:374)g (cid:373)essages: more guerilla advertising, big interactive/3d displays. Traditional vs. new media: becoming blurred more and more each year, tv can be viewd on multiple devices, internet, media convergence is making this definition difficult. Traditional media: tv, newspapers, magazines, books, outdoor. Internet search engines: social networks, electronic kiosks. Marketing service media: direct mail, consumer promotion offers and incentives, experiential marketing at on-site events. Alternative media: gas station tv, blimps and skywriting, ex. Airplane tray table with beach legs on it overlapping your legs. Media class: a general category of available delivery system, a single type of media, ex.