JOURN 201 Lecture Notes - Lecture 38: Smartphone, The Takeaway, Media Consumption

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Dominant factor affecting strategic communication choice: more consumer options, more media options. Different forces drive this trend: change in demographics and lifestyles, technological development. Today, 13% of population of americans are old and graying. About 60% of women are employed outside the home many more in 70"s. But, large number of women are dropping out of the workforce. Middle class shrinking and many remain poor: wealth concentrated among top 10% In their family structure: ethnically and racially. More options are giving viewers/listeners have more control over what|when|where they watch/listen: podcast, laptop, smartphone. Strategic communication needs to be less relevant on traditional marketing tactics and pursue a new generation of tools/techniques. Need to coordinate strategic communication approaches: advertising, public relations promotions, direct response, interactive and more, mutual reinforcement of core themes, creates synergy and memorability. Speak to target audience based on their individual needs and wants.

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