Marketing Communications
Core text which outlines a range of environmental influences that shape marketing communications. Communications PDF EBook_o7, Pearson Education, Limited, 2016.
Discuss, using a product or service of your choice, how these influences might impact upon the organisation’s marketing communications strategy and conclude why an understanding of these influences is important in determining an appropriate marketing communications mix. The learning outcomes for this assignment are:
•Consider the characteristics and nature of marketing communications and apply understanding of the marketing communications industry.
•Analyse and assess the impact of economic factors on media industry decisions and how environmental factors influence the use of marketing communications.
•Understand the old and new marketing communications mix and how both influence and engage audiences.
•Analyse the roles of media creators, consumers, advertisers and other professions using a media market model.
