Management and Organizational Studies 3322F/G Study Guide - Integrated Marketing Communications, Direct Response Television, Marketing Communications

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: John White

Document Summary

Challenge for organizations today is to successfully combine various communications disciplines into an effective marketing communications strategy plan. Influence of technology has forced business organizations to examine how they deliver messages to their target market: movement from targeted media to mass media. Must deliver same messages through a variety of media to have synergistic impact on the target market. Integrated marketing communications: the coordination of all forms of marketing communications in a unified program that maximizes the impact on the intended target audience. Imc mix (7 prime areas: media advertising. Focuses on message strategies and media strategies. Advertising - form of marketing communications designed to stimulate positive response from a defined target market. Product advertising (product/service oriented) advertising that provides information about a branded product to help build its image in the minds of the customer: features, attributes, and benefits are presented in a persuasive manner.