January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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EFFECTIVE MARCOM MEANS RUNNING A SERIES OF GREAT CAMPAIGNS
Before the World Wide Web, marcom activity was often based around a series of campaigns [1]. When companies had to pay each time they wanted to reach their prospects, it was beyond the budgets of most organizations to be in front of their target audience on an ongoing basis.
In order to obtain the most from their spend, it made sense for communications to be coordinated around particular themes, or offerings, and utilized at pertinent times of the year. So, holiday companies sent out brochures in January and February when a large percentage of the population were thinking about their summer holiday. Gyms ran promotions to join in the new year when people made resolutions to ...
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