Assignment:
Traditional advertising media remains strong, but today it is complimented by a variety of new or alternate forms of media. When combined into a comprehensive integrated marketing communications (IMC) strategy, the winner is often both the company and the consumer.
1. Using the text and additional resources, compare and contrast traditional and alternative means of marketing. Provide 2 specific examples of traditional media channels and 2 specific examples of alternative marketing.
2. After watching the video on Konica/Minolta, discuss how Konica/Minolta utilizes social media for promotion.
3. Select and consider a product/service category for which you have high knowledge of the various brands. Pick one of the major brands. Discuss each of the stages of buzz marketing as it relates to the brand you identified (including preconditions). Which stage is the brand in now? Support your answer.
Your essay must be at least 1,000 words and contain a minimum of 5 scholarly sources with a title page and reference page. Current APA format must be used.
Submit this assignment through the SafeAssign link by 11:59 p.m. (ET) on Monday of Module/Week 5.
The Konica/Minolta video is accessible by logging in to the BUSI 430 course on www.mymktlab.com and navigating to the Video Assignments section.