INTERGRATED APPROACH TO CUSTOMER COMMUNICATION

Marist College: Embracing an Integrated Approach to Customer Communication

Traditional Communications Channels

Watch the video, https://www.youtube.com/watch?v=Itd1AjpUHO8, and answer the following questions based on the hypothetical business you created for this class (by the way, Dr. Schultz was one of my professors at Northwestern):

Question One

• Tell us about your company or product/service. What is your positioning statement? How do you distinguish your product or company from your competitors? How will you communicate the message of your positioning statement to your targeted consumer? Describe your ad and promotion.

Question Two

• Develop a brief integrated marketing communications plan using traditional communications channels for your hypothetical business.

Question Three

• How would you vary your ad for different media platforms? How would you vary the schedule to air it for maximum coverage with minimal expense?

Respond to Peer(s)

• Read and respond to at least two of your classmates’ posts.