Management and Organizational Studies 2276A/B Study Guide - Final Guide: Integrated Marketing Communications, Direct Response Television, Advertising Campaign

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2276A/B
• Professor: Phillip King

Document Summary

There has been a movement toward targeted media and away from mass media. The overall goal of communications now is to deliver the same message through a variety of media in order to have a synergistic impact on the target. Integrated marketing communications: the coordination of all marketing communications in a unified program that maximizes the impact on the intended target audience. It embraces many unique yet complementary forms of communication: Media advertising (a focus on message strategies and media strategies in a traditional media environment) Direct response communications (communications that encourage immediate action) Digital communications that include online, mobile (cell phone) and cd-dvd communications. Any customer touch-point is part of integrated marketing communications. Rarely does an organization employ all the various components of the mix at one time, but rather selects and uses those components that are deemed appropriate for the situation at hand.