Integrated Marketing Success
How to combine the right media and message for a winning campaign
By Kim T. Gordon
Can you describe how media impacts your typical prospect during the course of a single day?
Imagine your prospect wakes up, reads the newspaper while having a cup of coffee, and listens to the radio in his car on the way to work. At his office, he checks e-mail and visits a variety of web sites from his computer, sees billboards and bus shelter advertising as he walks to a neighborhood lunch spot, reads a magazine while waiting for his food, and then listens to the radio on the drive home. Once there, he flips on the TV news and goes through the day's mail, and later that evening surfs the Internet to find a gift for a family member while watching his favorite team sport on television.
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