MARK 453 Study Guide - Universal Product Code, Integrated Marketing Communications, Alternative Media

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15 Jul 2014
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Document Summary

The coordination and integration of all promotion tools and sources within an organization to maximize the impact on consumers and other end-users at minimal costs. Taking the central message and turning it into some form of communication. Decoding the message as the sender intended it. Anything that distorts or disrupts the message in the communication process. Anything that takes away from receiving the intended message. As consumers we are exposed to hundreds of marketing messages each day. Challenge becomes finding ways to reach consumers who are increasingly sophisticated at blocking out traditional advertising messages but who can be reached through new technologies. Marketing communications now means finding ways to engage with and interact with consumers and take advantage of modern technology. Consumers wants both low prices and high quality. Purchase decisions mostly rely on price, availability or specific promotion deal. Companies shifting expenditures from traditional to new, alternative media (creativity) Old fashioned methods of r&d are slow, costly and unreliable.