Reference no: EM131309884

The promotion of products/services is an expense, and organisations are conscious of the need to justify expenses that are incurred. This week we have considered a number of integrated marketing communications methods that can be applied in a cost-effective manner.

For this week's Key Concept Exercise, you will evaluate and analyse the appropriateness of social media, guerrilla marketing and one-to-one marketing as methods of meeting the needs of customers and companies effectively.

To prepare for this Key Concept Exercise:

• Read the Required Learning Resources for Week 8.
• Evaluate social media, guerrilla marketing and the one-to-one marketing elements of the integrated marketing communications mix that were explored in this week's Key Concept Overview.
• Consider how organisations can employ these methods to reach their target audiences.

By Day 3, in an approximately 500-word response, address the following issues:

• Compare the benefits of social media, guerrilla marketing and one-to-one marketing.
• Explain how these three methods may be combined into one integrated marketing communications campaign.

Support your analysis with examples from your own knowledge, experience or research.