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
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These platforms present the ability to connect and engage in conversation with consumers in real time. They can develop a brand message and get the message out for little to no cost as followers like and share their brand page. Moreover, they have the capability to quickly address customer and public relation concerns. Consumers also have the opportunity to interact with each other which further builds the social network. Mills (2012) explained it like this, “At the very core of social media lie the empowerment of individuals and the democratization of knowledge by creating the opportunity to turn content consumers into content producers” (p. 2). Companies like Starbucks and Coca Cola have a large and successful followings on Facebook with over ten million and fifty million, …show more content…
The development of social and digital media, however, does not mean that television has lost its effectiveness. Social media also provides additional opportunities for television advertising through popular media channels such as YouTube, Hulu, television network websites, etcetera. As mentioned earlier, the Super Bowl alone draws over a 100 million viewers. Additionally, pre-game and post-game shows and a collection of the funniest Super Bowl commercials help to extend the advertiser’s message. In fact, this may be the one time that viewers actually fast forward through the main event in order to watch the commercials. Television advertising affords marketers with the occasion to deliver creative, emotional and memorable message to a mass audience. Gleeson (2012) explained, “Advances in TV advertising technology now allow for much more cost effective advertising investments and performance models. Many companies are successfully integrating digital marketing strategies with direct response TV advertising, print, and radio” (.para. 2). Needless to say, these are indicators that television advertising is still as powerful as
These platforms present the ability to connect and engage in conversation with consumers in real time. They can develop a brand message and get the message out for little to no cost as followers like and share their brand page. Moreover, they have the capability to quickly address customer and public relation concerns. Consumers also have the opportunity to interact with each other which further builds the social network. Mills (2012) explained it like this, “At the very core of social media lie the empowerment of individuals and the democratization of knowledge by creating the opportunity to turn content consumers into content producers” (p. 2). Companies like Starbucks and Coca Cola have a large and successful followings on Facebook with over ten million and fifty million, …show more content…
The development of social and digital media, however, does not mean that television has lost its effectiveness. Social media also provides additional opportunities for television advertising through popular media channels such as YouTube, Hulu, television network websites, etcetera. As mentioned earlier, the Super Bowl alone draws over a 100 million viewers. Additionally, pre-game and post-game shows and a collection of the funniest Super Bowl commercials help to extend the advertiser’s message. In fact, this may be the one time that viewers actually fast forward through the main event in order to watch the commercials. Television advertising affords marketers with the occasion to deliver creative, emotional and memorable message to a mass audience. Gleeson (2012) explained, “Advances in TV advertising technology now allow for much more cost effective advertising investments and performance models. Many companies are successfully integrating digital marketing strategies with direct response TV advertising, print, and radio” (.para. 2). Needless to say, these are indicators that television advertising is still as powerful as