JMC 21001 Chapter Notes - Chapter 1-7: Narrowcasting, Mobile Marketing, Mass Media

• School: Kent State University
• Department: Journalism and Mass Communication
• Course: JMC 21001
• Professor: All

Document Summary

Mass media vs. narrowcasting : increasingly major issue for advertisers/brands over the past few decades, mass media, narrow audiences, niche, specialized, fragmented audiences. Economic driver: consumers rely on advertising and imc, learn about new products, learn about new brands, be reminded what is out there, can promote competition, massive expenditures. Continually changing landscape: mobile marketing, smartphones, tablets, geofencing and location-based advertising, drive consumer behavior. Value equation: cost benefit analysis: cost, money paid (cost, challenges in acquiring information (extras, usability (easy to operate, familiar, maintenance, life span of the product (disposal- recycle?, benefit, performance (do you like it?, experiential (user friendly, psychological. The four p"s: product: what is it your selling, price: what is the most you can get to pay, place: distribution, where do you get it, promotion: persuasion, remind consumers. Goal: deliver on brand promise, strengthen customer relationships, deepen loyalty. Trade oriented sales promotion: targeting intermediaries (wholesalers, distributors, price deals.