| INDUSTRY TRENDS - INTEGRATED SOLUTIONS |
| Studies show that different media play different roles at different stages in the product/service adoption process. AdweekMedia’s integrated print/online network, including magazines, Web sites, e-newsletters, special reports and custom media programs, connects with targeted audiences repeatedly throughout the day, the week and the month. |
- Professionals are most effectively educated via their professional publications ... It is how they first learn and form impressions and about agency, marketing and media products and services.
- Marketing through conferences and other events enables direct contact with buyers who are seeking options and details about those options.
- And vendor Web sites play a powerful role in the advanced stage ... as buyers seek to fully understand the capabilities of specific vendors before making their decisions.
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| Therefore, an effective marketing mix includes the integrated use of print, online and face-to-face platforms ... because each plays a relatively distinct role and they work in complementary ways to move buyers forward in the adoption of products and services.* |
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