And Marketing Communications 3rd Edition
And Marketing Communications 3rd Edition
And Marketing Communications 3rd Edition
Several shifts in the advertising and media Beberapa pergeseran di pengiklanan dan industri
industry have caused IMC to develop into a media telah menyebabkan IMC untuk berkembang
primary strategy for marketers:
menjadi strategi utama bagi pemasar:
From media advertising to multiple forms of
communication.
From mass media to more specialized (niche) =Dari media iklan untuk pelbagai bentuk
media, which are centered around specific komunikasi.
target audiences.
From a manufacturer-dominated market to a =Dari media massa mnjd media khusus yang
retailer-dominated, consumer-controlled berpusat di sekitar target penonton tertentu.
market.
From general-focus advertising and
marketing to data-based marketing. =Dari pasar yang didominasi pengeluar ke pasar
From low agency accountability to greater yg peruncit yang didominasi pelanggan
agency accountability, particularly in dikendalikan.
advertising.
From traditional compensation to =Dari iklan umum-focus dan pemasaran untuk
performance-based compensation (increased pemasaran berasaskan data.
sales or benefits to the company).
From limited Internet access to 24/7 Internet
=Dari badan yang lebih rendah menjd bdn
availability and access to goods and services.
organisasi yang lebih besar, terutama dalam
pengiklanan.