Discuss how the digital revolution is impacting the way marketers plan and implement their integrated marketing communications programs. Identify three specific technological developments and discuss how each is impacting the IMC program of companies.
Answer to relevant QuestionsDiscuss the opportunities and challenges facing marketers with regard to the use of mobile marketing. What are some of the ways marketers can use mobile marketing as part of their IMC program.The lead in to this chapter discussed the millennial generation. Discuss some of the ways this segment is different from previous age cohorts.Discuss the strategy of market segmentation, and some of the reasons marketers are employing such techniques. Are there any ethical issues involved in the strategy?What is an agency holding company? Discuss how the emergence of major holding companies is impacting the advertising industry as well as the entire field of integrated marketing communications. The chapter discusses a variety of research methodologies to examine consumers’ behaviors. Discuss some of these, focusing on the advantages and disadvantages of each.
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