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Harnessing the New Media for Effective Marketing Communications.

Authors: SOLO-ANAETO Margaret

Publication Type: Journal article

Journal: Journal Of Communications And Governance

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Abstract

Commercial organisations need to inform the public and constantly remind them of the need-satisfying qualities of their products or services. This is to attract new customers and increase sales. As such, various marketing communication techniques – advertising, sales promotion, public relations, personal selling, direct marketing – are usually employed. Each is to convey messages in its own way about the organisation’s products/services and the organisation itself in order to engender favourability and patronage. The traditional media of television, magazines, newspapers, radio, billboards, have been used and they helped in achieving good marketing results. However, reality of the new media has come to stay. New media technologies have revolutionised the process of communication; they have made communication faster, easier and with the ability to reach a wide and even global audience. For any commercial organisation to remain competitive and achieve its objectives in this century, it would no doubt have to incorporate new media technologies in its marketing communications efforts. This paper thus examines the nature of new media technologies, their characteristics and strengths and how these can be exploited in the core areas of marketing communications to effectively achieve the marketing objectives for commercial organisations.

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SOLO-ANAETO,M. . (2013). Harnessing the New Media for Effective Marketing Communications., 2 (), 126-126.

SOLO-ANAETO,M. . "Harnessing the New Media for Effective Marketing Communications." 2, no (), (2013): 126-126.

SOLO-ANAETO,M. and . (2013). Harnessing the New Media for Effective Marketing Communications., 2 (), pp126-126.

SOLO-ANAETOM, . Harnessing the New Media for Effective Marketing Communications.. 2013, 2 ():126-126.

SOLO-ANAETO,Margaret , . "Harnessing the New Media for Effective Marketing Communications.", 2 . (2013) : 126-126.

S.Margaret , "Harnessing the New Media for Effective Marketing Communications." vol.2, no., pp. 126-126, 2013.

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