Unformatted text preview: omotional mix to produce a consistent, unified, and customer-focused message. In other words, the brewery needed to use:
integrated marketing communications
Integrated marketing communications is the careful coordination of promotional messages for a
product to assure the consistency of messages at every contact point where a company meets the
KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB Reflective
MSC: BLOOMS Application 116. Why is the concept of integrated marketing communications (IMC) growing in popularity?
The proliferation of thousands of media
choices beyond the traditional media has
made promotion a complicated task.
The mass market has fragmented.
Critics of promotion have suggested that
uncoordinated promotion is wasteful and
Marketers have slashed their advertising
spending in favor of promotional techniques
that generate immediate sales responses and
have more easily measured effects.
All of these statements help to explain why
IMC is growing in popularity.
All of these statements help to explain the growing popularity of integrated marketing
KEY: CB&E Model Promotion OBJ: 16-7 TOP: AACSB Reflective MSC: BLOOMS Comprehension Cable TV
It wasn’t so long ago that cable swaggered around the television industry as the upstart
threatening the broadcast networks. Now, cable is old news. The antagonist is the satellite dish
with the capability of delivering hundreds of channels and offering an array of movies and sports
events. The technology is known as direct broadcast satellite, or DBS. The new challenger has
awakened the “sleeping giant” cable industry, which has hit the airwaves with some of the most
aggressive advertisements the television industry has seen. The ads emphasize the downside of
disconnecting cable and choosing to purchase a satellite dish. One commercial opened with a man
on a couch joined by his wife with a large bowl of popcorn. They snuggled in front of their
television set, hooked up to DBS. She seemed excited about their new system and exclaimed, “So
this is it?” She then asked how much the satellite dish cost. When her husband answered, the excitement was off. “There’s no monthly fee?” she asked. “No more than cable,” he responded.
When she asked to watch the news, he sheepishly said, “Uh, can’t get local news.” At the end of
the commercial, the spokesperson for the cable industry declared, “These days when everyone is
promising you the future of television, isn’t it nice to know you already have it?”
117. Refer to Cable TV. The television advertising utilized by cable operators represents the means by
which the company communicates to current users to influence an opinion or elicit a response.
This is called:
View Full Document
- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model