BUSI 3205 Chapter Notes - Chapter 2: Web 2.0, Multinational Corporation, Gfk Entertainment Charts
26 May 2015
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Document Summary
Today"s power struggle is about how the promotion industry can adapt to the new technologies consumers are using to gain more control over their information environment. Consumers are seeking out information environments where they control their exposure to information rather than and advertiser or media company being in control. The traditional approach was for a company to work with an agency to develop tv, radio, newspaper/magazine, or billboard ads this still happens a lot. While the traditional structure of promotion is changing, the goal has not. The change in consumer orientation will make product branding more important as consumers choose what persuasive messages they want to receive and where they want to receive them. With much of consumer control exerted online, marketers are trying harder to be where consumers are going and be a part of what they are doing. Narrower media control hands: consolidation has been taking place among media organizations, so control over media outlets is in fewer.
