Lesson 7: ADVERTISING STRATEGY

Lesson 7: ADVERTISING STRATEGY

The essence of an integrated marketing communications program is designing a message that effectively reaches the target audience. Many of these messages are, in a very real sense, quite personal. They are designed to change or shape attitudes. They must be remembered. They should lead to some kind of short- or long term action.

Marketing messages travel in two ways. First, a personal message can be delivered through a personal medium. A sales rep closing the deal, shaking the hand of the buyer,
giving a reassuring tap on the shoulder, and smiling while talking is delivering a message in an intimate, warm, human fashion. Clearly, personal media (sales reps, repair department personnel, customer services representatives, etc.) must be included in the overall IMC program and approach.

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