MCC-UE 1517 Chapter Notes - Chapter 1: Integrated Marketing Communications, Sales Promotion, Mass Media
21 Feb 2017
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Chapter 1: an introduction to integrated marketing communications. Marketing is changing due to the rapidly changing media environment. Increasingly difficult to reach target audiences & communicate effectively w/them. Mass media are losing viewers, listeners, & readers to the highly fragmented but more narrowly targeted digital media that allow consumers to be more actively engaged in the communication process. Consumers want more control of the content they receive from a myriad of sources. Companies are using integrated marketing communications (imc) to reach their target audience. Must integrate a variety of communication tools into its marketing programs. Consumers have learned to rely on advertising & other forms of promotion for info they can use in making purchase decisions. Mobile marketing accounting for billion in expenditures. Traditional media media & sales promotion account for the majority of companies" marketing communication expenditures, more money is being allocated to nontraditional media & increasing rapidly.
