' A medium through which a message is transmitted to an intended audience.'
Why: to become part of the consumers journey. This 'journey' usually goes along these lines - awareness, desire, what they require, rationale, research, options, short-list, decision, purchase, review. The back to the beginning it is.
Consumer touch-points - when can their attention be captured - home, travel, work, socialising, leisure, shopping, events, digital.
Integrated marketing - Giving the correct info at the right time, targets at different/ appropriate times, different media for different messages, thus maximising reach and frequency, utilising features and benefits.
Planning Communication Campaigns: beginning with the campaigns objective they must then decide on a target market which consumer touch-points (see above) they want to position themselves within, key messages, locations, timings, budget, resources, measurements, features and benefits.
Marketing Mix: Adverts, they want a talking point, to create a buzz. PR is a huge part in advertising. Sales promotion, direct marketing. There's also alternative marketing methods, which can develop a sort of 'cult' following, going under the radar to sneakily spread the word of their brand.
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