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 (e.g., Facebook), less money is being budgeted for traditional media such as magazines and more money is being budgeted for non-traditional media. Regardless of the type of media used, marketers use integrated marketing communications (IMC) to deliver one consistent message to buyers.

• Explain the concept of integrated marketing communications.

• How is the media used by organizations changing? What age group is driving the change?

• What factors are causing the media landscape to change?

• What are some different types of media that Starbucks utilizes? Which types are most popular with different types of Starbucks consumers?