Management and Organizational Studies 3322F/G Chapter Notes - Chapter 1: Integrated Marketing Communications, Customer Relationship Management, Direct Response Television

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

Document Summary

Organizations today are searching for complete solutions to their communications needs and are calling upon experts in various marketing communications areas to get the job done. The challenge for organizations today is to successfully combine various communications disciplines into an effective marketing communications strategy and plan. This often requires specialists from various external agencies to collaborate on projects. The environment that businesses operate in today continues to change at a very rapid pace. The influence of technology alone has forced business organizations to examine how they deliver messages to their target market. Generally speaking, there has been a movement toward targeted media and away from mass media. The average consumer relies less on newspapers and television, and more on computers and telephones for receiving news and commercial messages. Marketing organizations are experimenting with new communications concepts such as branded content and product seeding to create buzz for new products. The nature of marketing communications planning has changed dramatically.