The promotion of products/services is an expense

Promotional methods

The promotion of products/services is an expense, and organisations are conscious of the need to justify expenses that are incurred. This week we have considered a number of integrated marketing communications methods that can be applied in a cost-effective manner.

For this week’s Key Concept Exercise, you will evaluate and analyse the appropriateness of social media, guerrilla marketing and one-to-one marketing as methods of meeting the needs of customers and companies effectively.

To prepare for this Key Concept Exercise:

• Read the Required Learning Resources for Week 8.
• Evaluate social media, guerrilla marketing and the one-to-one marketing elements of the integrated marketing communications mix that were explored in this week’s Key Concept Overview.
• Consider how organisations can employ these methods to reach their target audiences.

By Day 3,in an approximately 500-word response, address the following issues:

• Compare the benefits of social media, guerrilla marketing and one-to-one marketing.
• Explain how these three methods may be combined into one integrated marketing communications campaign.
• Support your analysis with examples from your own knowledge, experience or research.

By Day 3,submit your Key Concept Exercise.

When writing your responses, you should synthesise the theory with real-world experience. Also, use examples of the theories in action in a real organisation about which you have read, or one in which you have worked.

Be sure to read over your Key Concept Exercise before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.

resources:

Clow, K.E. & Baack, D.E. (2015)Integrated advertising, promotion, and marketing communications.Global ed./7th ed.New York.

• Chapter 8, ‘Digital and alternative’, pp.242-271
• Chapter 9, ‘Social media’, pp.272-297
• Chapter 10, ‘Alternative marketing’, pp.298-325

Barger, V.A. & Labrecque, L.I. (2013) ‘An integrated marketing communications perspective on social media metrics’, International Journal of Integrated Marketing Communications,5 (1), pp.64-76.

Hutter, K. & Hoffmann, S. (2011) ‘Guerilla marketing: the nature of the concept and propositions for further research’, Asian Journal of Marketing,5 (2), pp.39-54.

Kaplan, A.M. & Haenlein, M. (2011) ‘Two hearts in three-quarter time: how to waltz the social media/viral marketing dance’, Business Horizons, 54 (3), pp.253-263.

Mangold, W.G. & Faulds, D.J. (2009) ‘Social media: the new hybrid element of the promotion mix’, Business Horizons,52 (4), pp.357-365.

Schlinke, J. & Crain, S. (2013) ‘Social media from an integrated marketing and compliance perspective’, Journal of Financial Service Professionals,67 (2), pp.85-92.

T?lp?u, A. (2014) ‘Social media - a new way of communication’, Bulletin of the Transylvania University of Brasov. Series V: Economic Sciences,7 (2), pp.45-52.