Marketing Communications : Marketing, Service And The Brand Message

755 Words Jun 16th, 2015 4 Pages
Marketing Communications The marketing message communicates information about a company’s product, service and the brand message. The media selection used to communicate that message must be effective in reaching a broad target market. The employment of an integrated marketing communications plan assists the marketing team in attaining this goal. Marketing communications have progressed over the years beginning as print, radio and television broadcast advertising. Print advertising has taken on a number of forms over the centuries in newspapers, magazines, billboards, flyers and many others. Sponsors of the news and popular radio broadcasts took on a new style of marketing communications. Nevertheless, the innovation of the television began a new phenomenon in advertising. O’Barr (2005) noted that the first television commercials aired in the 1940s eventually becoming one of the most effective and powerful tools for advertisers. Television advertising can be cost-effective and profitable for companies as it reaches a broad spectrum of current and potential customers. Clow & Baack (2014) explained, a single advertisement can reach millions. Television offers a low cost per contract, which justifies spending as much as $3.5 million for a 30-second spot on the Super Bowl, where a vast audience of over 110 million households may be watching. The cost per person reached by the commercial is low (p. 217).

Social and Digital Media The development of social and…

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