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.

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.


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