Reference no: EM132284807

To achieve their marketing communication goals, marketers must selectively use some or all of these touch points to deliver a consistent message to their customers in a multichannel promotional strategy where they combine traditional marketing communications (advertising, sales promotion, public relations, and direct marketing) activities with social media and other online buzz-building activities. That's a lot different from most traditional marketing communication programs of the past that made little effort to coordinate the varying messages consumers received.

Because it is easier and less expensive to keep an existing customer than to attract a new one, an effective Integrated Marketing Communications (IMC) strategy strives to develop strong relationships with customers. How might a satellite-television company use retention strategies to keep existing customers? How would that strategy differ from a fast-food restaurant's strategy? Why are the strategies different?