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The document discusses the evolution of social media and its impact on marketing. It notes that with the rise of Web 2.0, consumers now have more control over media consumption and are participating in conversations rather than just passively receiving information. This has required brands to adapt their marketing strategies to focus more on engagement over interruption and to join conversations rather than just push messages. The document provides statistics on social media usage and outlines how Isobar can help brands navigate the complex social media landscape.
This year, the team at Activate has defined the 11 most important insights for tech and media in 2017. Key points:
*$300 Billion in Tech and Media Growth Dollars
*There are 31 Hours in a Day
*Super Users: A Lot More Time, a Lot More Money
*Smart Speaker Battles are about the Great Digital Assistant Wars
*Reality Computing: VR/AR Move from Entertainment to the Next Big Computing Platform
*Big Influencers and Media Brands will Rule Web Video
*Premium Video: The Chase for Television Viewers and Television Dollars
*Sports is the Ultimate Moat
*News Brands will Beat Fake News (Spread by Fake Friends)
*eCommerce: More than Two Trillion Dollars To Go
*In an Era of Voice Control, Look to Podcasting to Engage Users
The document discusses several challenges facing the online advertising industry, including rapid growth of digital platforms, increased use of ad blockers, reduced exposure on social media due to audience behavior changes, rising costs, and the difficulty of reaching target audiences as Google and Facebook dominate. It also covers topics like the history and types of advertising agencies, how advertising has evolved over time, and key concepts in the industry like reach, frequency, selectivity and efficiency.
The Impact Of Digital Media On The Cinema IndustryCarla Bennington
Social media has significantly impacted the news industry by allowing news to spread much more quickly as major events unfold, shortening the time it takes for stories to enter the market. However, this speed of information sharing has also introduced inaccuracies as opinions on social media can spread before facts are verified. Citizen journalism has also changed the role of audiences, who now act as constant content producers in addition to consumers of news.
The document discusses how marketing is changing and adapting to new technologies. It notes that marketing is transitioning from traditional analog approaches to digital approaches. Key aspects of this transition include the rise of social media and how brands must focus more on customer experience, engagement, and social purpose to be successful. The future of marketing will involve more personalized and interactive approaches tailored to individual lifestyles and enabled by new technologies.
This document discusses the digital dilemma facing newspapers. It outlines how newspapers traditionally relied on advertising and cover prices for revenue but these income streams have declined with the rise of digital media. Readers now get news online and expect it to be free, while advertisers have more options for placing ads. Newspapers have tried strategies like focusing on digital platforms, paywalls, diversifying revenue streams through apps and subscriptions. However, the core issues remain around generating revenue and adapting to how readers now consume media on smartphones and tablets. The future may see continued experimentation with business models and more customized, on-the-go content to engage modern audiences.
This year, the team at Activate has defined the 11 most important insights for tech and media in 2018. Key points:
*$300 Billion in Internet and Media Growth Dollars
*Consumer Attention: There are 31 Hours in a Day, and Growing
*Smart Cameras: The Next Terrifyingly Smart Device That People Will Use Everywhere
*eCommerce: New Categories, New Brands, and $3 Trillion to Grow
*Sports Betting: Massive Growth Ahead for Tech and Media Companies
*Messaging: The Battle Will Continue for the World’s Dominant Digital Behavior
*Video Gaming: Unleashed and Ubiquitous for Billions of Consumers
*Music: More Services, More Venues — While Consumers Become Creators
*Podcasting: The Fastest Growing Media Behavior in an Exploding Ecosystem
*Video: The Old Winners Will be the New Winners
*Consumer Financial Services: The Long Awaited Tech Revolution is Finally Arriving
emarketing communications and social mediaDilip Mutum
1. Social media and online communication tools have grown dramatically in recent years, with over 1 billion people now connected to the internet and online advertising exceeding TV ad spending in some countries.
2. Marketers use various e-communication and e-marketing tools like websites, online advertising, affiliate marketing, and social media to generate traffic, build awareness, and create loyalty for their brands.
3. Emerging forms of social media include user-generated content like blogs, photos, videos and social networking, which allow for more interactive engagement between brands and consumers.
Brands and engaging in the art of conversation finalhessiej.com
The document discusses the evolution of social media and its impact on marketing. It notes that with the rise of Web 2.0, consumers now have more control over media consumption and are participating in conversations rather than just passively receiving information. This has required brands to adapt their marketing strategies to focus more on engagement over interruption and to join conversations rather than just push messages. The document provides statistics on social media usage and outlines how Isobar can help brands navigate the complex social media landscape.
This year, the team at Activate has defined the 11 most important insights for tech and media in 2017. Key points:
*$300 Billion in Tech and Media Growth Dollars
*There are 31 Hours in a Day
*Super Users: A Lot More Time, a Lot More Money
*Smart Speaker Battles are about the Great Digital Assistant Wars
*Reality Computing: VR/AR Move from Entertainment to the Next Big Computing Platform
*Big Influencers and Media Brands will Rule Web Video
*Premium Video: The Chase for Television Viewers and Television Dollars
*Sports is the Ultimate Moat
*News Brands will Beat Fake News (Spread by Fake Friends)
*eCommerce: More than Two Trillion Dollars To Go
*In an Era of Voice Control, Look to Podcasting to Engage Users
The document discusses several challenges facing the online advertising industry, including rapid growth of digital platforms, increased use of ad blockers, reduced exposure on social media due to audience behavior changes, rising costs, and the difficulty of reaching target audiences as Google and Facebook dominate. It also covers topics like the history and types of advertising agencies, how advertising has evolved over time, and key concepts in the industry like reach, frequency, selectivity and efficiency.
The Impact Of Digital Media On The Cinema IndustryCarla Bennington
Social media has significantly impacted the news industry by allowing news to spread much more quickly as major events unfold, shortening the time it takes for stories to enter the market. However, this speed of information sharing has also introduced inaccuracies as opinions on social media can spread before facts are verified. Citizen journalism has also changed the role of audiences, who now act as constant content producers in addition to consumers of news.
The document discusses how marketing is changing and adapting to new technologies. It notes that marketing is transitioning from traditional analog approaches to digital approaches. Key aspects of this transition include the rise of social media and how brands must focus more on customer experience, engagement, and social purpose to be successful. The future of marketing will involve more personalized and interactive approaches tailored to individual lifestyles and enabled by new technologies.
This document discusses the digital dilemma facing newspapers. It outlines how newspapers traditionally relied on advertising and cover prices for revenue but these income streams have declined with the rise of digital media. Readers now get news online and expect it to be free, while advertisers have more options for placing ads. Newspapers have tried strategies like focusing on digital platforms, paywalls, diversifying revenue streams through apps and subscriptions. However, the core issues remain around generating revenue and adapting to how readers now consume media on smartphones and tablets. The future may see continued experimentation with business models and more customized, on-the-go content to engage modern audiences.
This year, the team at Activate has defined the 11 most important insights for tech and media in 2018. Key points:
*$300 Billion in Internet and Media Growth Dollars
*Consumer Attention: There are 31 Hours in a Day, and Growing
*Smart Cameras: The Next Terrifyingly Smart Device That People Will Use Everywhere
*eCommerce: New Categories, New Brands, and $3 Trillion to Grow
*Sports Betting: Massive Growth Ahead for Tech and Media Companies
*Messaging: The Battle Will Continue for the World’s Dominant Digital Behavior
*Video Gaming: Unleashed and Ubiquitous for Billions of Consumers
*Music: More Services, More Venues — While Consumers Become Creators
*Podcasting: The Fastest Growing Media Behavior in an Exploding Ecosystem
*Video: The Old Winners Will be the New Winners
*Consumer Financial Services: The Long Awaited Tech Revolution is Finally Arriving
emarketing communications and social mediaDilip Mutum
1. Social media and online communication tools have grown dramatically in recent years, with over 1 billion people now connected to the internet and online advertising exceeding TV ad spending in some countries.
2. Marketers use various e-communication and e-marketing tools like websites, online advertising, affiliate marketing, and social media to generate traffic, build awareness, and create loyalty for their brands.
3. Emerging forms of social media include user-generated content like blogs, photos, videos and social networking, which allow for more interactive engagement between brands and consumers.
The document discusses the challenges facing newspapers from economic downturn and disruption from the internet. It notes that while all newsmedia companies face economic issues, the problems are most severe for newspapers in the US and UK due to high debt loads. It examines factors unique and not unique to the US/UK newspaper industries, and considers different potential outcomes for newspapers through 2020 depending on the scale of disruption from the internet. The document advocates that newspapers adapt by becoming multi-media providers of audience solutions rather than focusing only on print.
Marketing and Communication in the Social Media EraAntonio Ragusa
This presentation by Antonio Ragusa addresses the following questions:
What are social media?
How do they affect marketing and communication?
Why are they important and what benefits can they bring to organizations and individuals?
How should they be used for marketing and communication purposes?
[FINAL] The Effects of Digital Marketing on the Advertising IndustryAndy Baker
This document provides a history of digital marketing and discusses trends for 2014. It begins with a overview of the origins of advertising in print media in the late 19th century and the emergence of digital advertising in the 1990s with banner ads and search engines like Yahoo and Google. In 2014, the document predicts that mobile search and social media marketing will be important, with an emphasis on video, custom content, and social sharing buttons to drive engagement. The integration of digital and traditional media is also highlighted as an effective marketing strategy.
1. Marketing has evolved significantly over centuries as technologies and societies have advanced. Early marketing involved local merchants advertising goods at town markets. The Industrial Revolution allowed mass production and transportation of goods, shifting marketing to a more national scale through posters and billboards.
2. The 20th century brought major changes to marketing with new channels like radio, television, telephone and the internet. Companies adopted strategies to differentiate products and target customer demographics. Digital technologies transformed marketing in the late 1990s with the rise of websites, search engines, e-commerce, and online/mobile advertising.
3. Traditional marketing methods include print ads, television/radio commercials, direct mail, and telemarketing. Digital marketing emerged in the 1990
Landsman Greenstein Bar Camp Smc Aug 8 2008 NycDean Landsman
The document discusses various topics related to media convergence and integration, social media, and professionalism in using social media. It provides an overview of the evolution of different media forms from early forms like cave drawings to modern television, radio, and the three screen world of TV, computer, and mobile devices. It also discusses how social media can be used to support other media and highlights the importance of professionalism when using social media.
Digiral marketing bibners guid Book By ankit mohapatraAnkit Mohapatra
Here Ankit Mohapatra One of the great digital marketer in India having 8years of experience want to help new Starter to learn digital marketing and have some basic knowledge before going to advance digital marketing or entering to digital era.
What Old Media can teach New Media: Media Convergence & Integration, Social M...Howard Greenstein
The document discusses various topics related to media convergence and integration, social media, and professionalism in digital communications. It provides a history of different media forms and how they have converged. It also discusses how various media, like television, computers, and mobile devices, are integrated and how users consume content across multiple screens. The document advocates for professionalism when creating and sharing content online.
A brief overview of bow how the internet has changed over the years, and the impact that it has on the lives of consumers. Created as part of my digital marketing course with the British Academy of Digital Marketing.
The document discusses how social media is transforming traditional outreach and marketing. It provides examples of how social media tools like blogs, wikis, photos and videos allow for more user interaction and sharing of information compared to traditional media. Companies are now embracing social media to build deeper relationships with customers and monitor their brand reputation online. Citizen journalism and marketing are also on the rise as people use social media to generate and share information.
The document discusses what new media is and provides examples. New media generally refers to non-traditional ways of delivering messages through digital forms like the internet, CDs, DVDs, and mobile devices. It has grown rapidly since the 1980s and includes things like the internet, video games, multimedia CDs/DVDs, streaming media, blogs, email, and mobile apps. The internet itself is not the world wide web - the web is a collection of linked documents and files accessed via the internet.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
The document provides an introduction to digital marketing concepts for traditional marketers and agencies. It discusses how consumers have changed and now expect to engage with brands through two-way conversations rather than one-way advertising. It emphasizes that successful digital marketing involves creating conversations with consumers by appealing to them on an emotional level and giving them stories worth sharing with others through word-of-mouth. It also outlines key concepts like user-centered design, microsites, analytics and the importance of a balanced team with the right skills to implement these strategies effectively.
The document discusses how to reach customers in the digital marketplace by engaging them through interactivity and targeting on digital platforms like social media. It notes that 100% of the highest-value LSM 6-10 demographic in South Africa is online. Marketers are advised to listen to and communicate with consumers across channels and move away from siloed campaigns. The opportunities of mobile, with its reach and targetability, and social media, with platforms like Facebook, are also discussed.
This document discusses the rise of personal media and the fragmentation of consumer attention across many digital platforms. It notes that consumers now have unprecedented control over what content they access, when and how they access it, and their ability to participate in and influence media. This has led to an explosion in the supply of media and the atomization of content. In this new environment, attention has become increasingly scarce and valuable. Advertisers and marketers must adapt to deliver personalized and relevant messages to consumers across millions of possible channels.
Utilize Web 2.0 and Video Tools to Increase Success and Drive Revenues - MTO ...Michael Pranikoff
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This presentation of Richard Romano's keynote address from the Canadian Printing Industries Secor Council Forum on June 3 provides an overview of the current state of the North American printing industry.
A combination of economic data and qualitative media and technology trends points out the challenges the industry faces, as well as the opportunities that can help printers survive and thrive as we head toward 2020.
The document discusses how marketing has evolved with the rise of Web 2.0, noting that Web 2.0 is defined by an open platform that harnesses collective intelligence and rich user experiences. It also outlines challenges faced by Monster.ca in adapting to emerging conditions where seeker behavior has changed and competition has increased, recommending strategies like making the seeker the focus, improving reach through digital marketing, and enhancing the employer value proposition.
This DMA 2010 Transformative Media presentation covers new media and emerging technology and how it is digitally transformation traditional media. Digital marketing and digital advertising allows marketers to better target audiences with their advertising. Internet and web based technologies like websites, search engines, banner ads and display advertising, email, social media, mobile marketing will experience tremendous growth and provide greater ad measurability, ad spend ROI, and ultimately, broader and more targeted reach.
The document summarizes key lessons from the 2012 Cannes Lions advertising festival: Social media usage is now deeply embedded in people's lives. Technology is evolving faster than ever, significantly impacting the advertising industry. Data has become essential, not just desirable. Creatives need to embrace new approaches like "art and code" rather than just "art and copy," prioritizing engagement over consumption. Great content must be at the center of social strategies. The advertising business is being transformed by these rapid changes in consumer behavior and technology.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
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The document discusses the challenges facing newspapers from economic downturn and disruption from the internet. It notes that while all newsmedia companies face economic issues, the problems are most severe for newspapers in the US and UK due to high debt loads. It examines factors unique and not unique to the US/UK newspaper industries, and considers different potential outcomes for newspapers through 2020 depending on the scale of disruption from the internet. The document advocates that newspapers adapt by becoming multi-media providers of audience solutions rather than focusing only on print.
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This presentation by Antonio Ragusa addresses the following questions:
What are social media?
How do they affect marketing and communication?
Why are they important and what benefits can they bring to organizations and individuals?
How should they be used for marketing and communication purposes?
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This document provides a history of digital marketing and discusses trends for 2014. It begins with a overview of the origins of advertising in print media in the late 19th century and the emergence of digital advertising in the 1990s with banner ads and search engines like Yahoo and Google. In 2014, the document predicts that mobile search and social media marketing will be important, with an emphasis on video, custom content, and social sharing buttons to drive engagement. The integration of digital and traditional media is also highlighted as an effective marketing strategy.
1. Marketing has evolved significantly over centuries as technologies and societies have advanced. Early marketing involved local merchants advertising goods at town markets. The Industrial Revolution allowed mass production and transportation of goods, shifting marketing to a more national scale through posters and billboards.
2. The 20th century brought major changes to marketing with new channels like radio, television, telephone and the internet. Companies adopted strategies to differentiate products and target customer demographics. Digital technologies transformed marketing in the late 1990s with the rise of websites, search engines, e-commerce, and online/mobile advertising.
3. Traditional marketing methods include print ads, television/radio commercials, direct mail, and telemarketing. Digital marketing emerged in the 1990
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The document discusses various topics related to media convergence and integration, social media, and professionalism in using social media. It provides an overview of the evolution of different media forms from early forms like cave drawings to modern television, radio, and the three screen world of TV, computer, and mobile devices. It also discusses how social media can be used to support other media and highlights the importance of professionalism when using social media.
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Here Ankit Mohapatra One of the great digital marketer in India having 8years of experience want to help new Starter to learn digital marketing and have some basic knowledge before going to advance digital marketing or entering to digital era.
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The document discusses various topics related to media convergence and integration, social media, and professionalism in digital communications. It provides a history of different media forms and how they have converged. It also discusses how various media, like television, computers, and mobile devices, are integrated and how users consume content across multiple screens. The document advocates for professionalism when creating and sharing content online.
A brief overview of bow how the internet has changed over the years, and the impact that it has on the lives of consumers. Created as part of my digital marketing course with the British Academy of Digital Marketing.
The document discusses how social media is transforming traditional outreach and marketing. It provides examples of how social media tools like blogs, wikis, photos and videos allow for more user interaction and sharing of information compared to traditional media. Companies are now embracing social media to build deeper relationships with customers and monitor their brand reputation online. Citizen journalism and marketing are also on the rise as people use social media to generate and share information.
The document discusses what new media is and provides examples. New media generally refers to non-traditional ways of delivering messages through digital forms like the internet, CDs, DVDs, and mobile devices. It has grown rapidly since the 1980s and includes things like the internet, video games, multimedia CDs/DVDs, streaming media, blogs, email, and mobile apps. The internet itself is not the world wide web - the web is a collection of linked documents and files accessed via the internet.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
The document provides an introduction to digital marketing concepts for traditional marketers and agencies. It discusses how consumers have changed and now expect to engage with brands through two-way conversations rather than one-way advertising. It emphasizes that successful digital marketing involves creating conversations with consumers by appealing to them on an emotional level and giving them stories worth sharing with others through word-of-mouth. It also outlines key concepts like user-centered design, microsites, analytics and the importance of a balanced team with the right skills to implement these strategies effectively.
The document discusses how to reach customers in the digital marketplace by engaging them through interactivity and targeting on digital platforms like social media. It notes that 100% of the highest-value LSM 6-10 demographic in South Africa is online. Marketers are advised to listen to and communicate with consumers across channels and move away from siloed campaigns. The opportunities of mobile, with its reach and targetability, and social media, with platforms like Facebook, are also discussed.
This document discusses the rise of personal media and the fragmentation of consumer attention across many digital platforms. It notes that consumers now have unprecedented control over what content they access, when and how they access it, and their ability to participate in and influence media. This has led to an explosion in the supply of media and the atomization of content. In this new environment, attention has become increasingly scarce and valuable. Advertisers and marketers must adapt to deliver personalized and relevant messages to consumers across millions of possible channels.
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The document discusses how marketing has evolved with the rise of Web 2.0, noting that Web 2.0 is defined by an open platform that harnesses collective intelligence and rich user experiences. It also outlines challenges faced by Monster.ca in adapting to emerging conditions where seeker behavior has changed and competition has increased, recommending strategies like making the seeker the focus, improving reach through digital marketing, and enhancing the employer value proposition.
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2. Approaching Creativity
Eras of Advertising:
Premarketing Era (prehistoric times to the middle of the 17th
century: town criers, clay tablets, shop signs, etc)
The Mass Communication Era (from the 1700s to early 1900s:
newspapers appeared in the 1830s, quickly followed by national
magazines. Radio appeared in the 1920s)
The Research Era (from the 1990s to the present: using more
sophisticated techniques to measure consumer characteristics,
motivations, and persuasion effects)
The interactive era (from now on: Internet, cell phone, the
broadband plan, iTV, Tivo, etc)
3. The Move to Creativity in Advertising:
By 1900, brand competition appeared. Creativity in need
Innovative marketers began to hire copywriters, promoting style and
luxury rather than simple utility
In 1921, social science was introduced to measure advertising
effects
GM persuade customers to trade in their cars to maintain status
By 1950, almost all company acknowledge that brand in consumers’
mind is more critical than real product superiority (The Golden Age
of Advertising)
4. Creativity, Ethics, and Law:
The Pure Food and Drug Act (1906)
The Federal Trade Commission Act (1914)
Council of Better Business Bureaus (1916)
5. Why Ads Need to be Creative?: A
Theoretical Discussion
Elaboration Likelihood Model: How you make
a decision?
Two information processing routes: central and
peripheral
High elaboration information central routes
quality of argument hardly changes
attitude long-term change if possible
6. Low elaboration information peripheral
route cues and heuristics (source credibility,
liking, mood, etc) easily change attitudes
short-term changes
Creativity can attract consumers’ attention and
introduce the information to go through the
peripheral route
Psychology and Advertising
7. The Creative Team
Key Skills of Being Creative:
The correct format for writing copy for each medium
The basic rule of copywriting and when to break them (a business)
How to put more sell in your copy
Design basics applying to all media
How to connect the reader or viewer with the advertiser
How to keep continuity through a campaign
The importance of presenting your work
8. What jobs you need to do?
Research
Contact the clients
Broadcast producer
New business (data collecting, working on the pitch,
presenting the work, and controlling the creative process)
Public relations
Internet/Interactive content
9. How the Ads Are Made? (How you are going to
create your projects?)
Get the facts (talk to
users and non-users, look
at competitors’ ads)
Brainstorming with a
purpose
Pick up a pencil before
you reach for the mouse
Finding the
reference/visuals
Working with the rest of
the team
Preselling the creative
director and account
executive
Selling the client
Getting it right
Maintain continuity
Discover what worked and
why
10. Advertising Positions Available for
You
Copywriter/art director
Management/creative
director
Account manager
Account planner
Promotion director
Public relations writer
Internal advertising
department
Web/interactive
Freelance writer/designer
Producer/director
Consultant
* Write down your ideal
positions
11. Creativity and Online Media
Declining of the Traditional Ads:
Television
Radio
Magazine
Newspaper
Outdoor
12. Advance in Technology
Computer and Internet (BMW Movie)
Music and video players and video games
Mobile devices
13. People are Online (Statistics in 2008):
About 12 billions of text messages and 2690 billions of emails
sent annually in the world
More than 2 billions of people (a third of the world population)
own cell phone, in which 1 billion just bought it last year
There are 188.1 million internet users and 139.4 broadband
users in the US.
In the US, 57 millions of people read blogs and 12 millions own
blogs.
In 2006, 34.2% US internet users shopped online
14. Digital Ads:
Search engine: in 2006, 7 billion dollars spent in online search, and
the estimated expenses in 2010 was 11.57 billion
Cell phone: in 2008, cell phone ad revenue in the world was 2.5
billion dollars, while the US only had 904 million.
Video games: in 2007, revenue from video games was 502 million
dollars and the estimated revenue in 2011 was 969 million.
Virtual world: Second life and CyWorld
Social Media: Myspace, Facebook, Twitter, Youtube, Flickr
15. Television: 30%
Radio: 20%
Print: 35%
Outdoor: 15%
Television: 15%
Radio: 3%
Print 25% (newspaper 15%,
magazine 10%)
Outdoor: 3%
Interactive: 30%
Search engine: 22%
Cell phone: 2%
Traditional Media Plan Future Media Plan
16. Creativity and IMC
Traditional Market Mix and IMC
interpretations:
Product
Price
Place
promotion
17. IMC Promotion Tools Brand:
Advertising
Public relations
Sales promotion
Personal selling
Direct marketing
Internet/Interactive marketing