Management and Organizational Studies 1021A/B Chapter 12: MOS 1021 Consumer Behaviour Chapter 12 Summary

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: James O' Brian

Document Summary

Hit consumer touch point through tv media advertising, in-show product integration, online contests & retail promotions. Product integration involves companies signing sponsorship agreements with show to provide them with product involvement in show & advertising spots around show. Product integration requires all parties to understand their role. Time-consuming & costly task requiring involvement by advertising agencies, public relations agencies, outside production companies & licensors. Increased sophistication of digital media, use of database technology & changing media habits. Internet plays an integral role in melding integrated marketing communications (imc) Ensure messages reach the fragmented audience that uses individual media. Integrated marketing communications: design of a coordinated communications program using various communication tools to reach target market with consistent messages. Ie. products placed in tv shows & movies, viral internet campaigns & media choices. Internet now accounts for over 9% of advertising revenues: social networks, online videos, blogs, podcasts, video-sharing sites. Non-profit industry becoming more competitive (using internet to reach donors)