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- Title
Reaching for What?
- Authors
SCHULTZ, DON E.
- Abstract
The article discusses the relevance of traditional marketing communication tools in an era of availability of unlimited consumer data. Topics discussed include gradual change in marketing communication medium and methods, changing communication strategies for every media form and almost every marketer, concept of Gross Rating Points or GRPs on calculation of reach factored against frequency, outmoded concepts of the mass market and mass communication, and various tools and techniques including consultants and webinars to promote modern marketing means.
- Subjects
MARKETING; MARKETING strategy; BRAND extension; MARKET orientation; MARKET positioning; MARKET repositioning; WEBINARS; MASS media; ADVERTISING media planning
- Publication
Marketing Insights, 2014, Vol 26, Issue 3, p14
- ISSN
1040-8460
- Publication type
Article