11.2 Action Required:

Chapter Reading: Read Ch-18 Integrated Marketing Communications from the text book- Dhruv Grewal and Michael Levy (2022) Marketing (8th Edition). McGraw-Hill Education.

Summary of the Video- HSN has successfully integrated its marketing efforts by establishing a presence on television, the World Wide Web and most recently hand held devices using Smartphone applications. By streaming live video across all three platforms, HSNs customer base receives a constant message and has access whenever and wherever they want it! The company started on television as a products seeking people initiative. Today with the integration of the web and handheld applications, HSN has successfully adapted its marketing communication by offering a people seeking products venue for customers. The three screens have been integrated into a communication that is seamless for shoppers. HSN live feeds provide a visual for products in action as well as celebrity content like Wolfgang Puck cooking with tools that are for sale. The customer sees the product being used in a demonstration and gets a new recipe! The HSN demonstrations can even be seen on and accessed through social networking sites like Facebook and Twitter.

11.3 Test your Knowledge (Answer the following Questions):

Discussion Question #1: How does HSN support an integrated marketing communications effort? Discuss.