Marketing Communications. Ways and Possibilities of Integrated Marketing

Trabajo Escrito , 2018 , 23 Páginas , Calificación: 1.2

Economía de las empresas - Marketing en línea y fuera de línea

Integrated approach to marketing has been around since the 1980’s, but as markets have developed and technologies have advanced so to have the breadth and depth of the communications.

This report seeks to firstly to understand integrated marketing communications and the mix used in retailing. Secondly, the report breaks down marketing communications methods into two sections, traditional methods and digital methods and seeks to understand how retailers use the individual elements.

Finally, the report will conclude that retailers need to be present in as many formats as possible and that the challenge for the future, is learning how to embrace new technologies to harness better communications with consumers.

Contents

Introduction

What is Integrated Marketing?

Integrated Marketing Communications Mix in Retailing
Defining Above and Below the Line Marketing
What are ATL and BTL Activities

Communications Methods Used in Retail
Price
Assortment
Company Image

Traditional Methods of Marketing Communications
Television
Programme Sponsorship
Radio
Press and Magazines
Outdoor Advertising
Personal Selling and Live Advertising

Digital Marketing – New Media
Retailer Websites
Search Engine Optimization (SEO) and Paid Online Advertising Banners
Social Media Marketing (SMM)
Email Marketing
Mobile Marketing

Conclusion

References

• Universidad: Dublin Institute of Technology
• Calificación: 1.2
• Autor: Derek McCloskey (Autor)
• Año de publicación: 2018
• Páginas: 23
• No. de catálogo: V428665
• ISBN (Ebook): 9783668746336
• ISBN (Libro): 9783668746343
• Idioma: Inglés
• Etiqueta: marketing, communications, ways, possibilities, integrated