Principles of Marketing: "Chapter 11: Advertising, Integrated Marketing Communications, and the Changing Media Landscape"
Read this chapter, which discusses the different methods of communication employed by businesses to reach their customers, the types of message strategies commonly used, and budgetary issues that must be considered. Among this chapter's key takeaways, you will learn that as the media landscape changes, marketers may change the type of promotions they use in order to reach their target markets. With changing technology and social media, less money is being budgeted for traditional media like magazines and more money is budgeted for "new media." Regardless of the type of media used, marketers use integrated marketing communications (IMC) to deliver one consistent message to buyers.