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245 0 _a
_aWinning with non-traditional communications.
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_aQuezon City :
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_bOffice of Research and Publications, Loyola Schools, Ateneo de Manila University,
_c200946
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_bv. ; 23 cm.
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_atext
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_aunmediated
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_aABSTRACT : With technology leveling the playing field, practitioners in marketing communications now have to address the empowered consumer who has easy access to an overwhelming array of product choices and information. The challenge is to grab and hold his attention and predispose him to buy although this is made more difficult by his evolving tastes and attitude. The key is focus-on the market , on the message, on the medium used. Each communication medium-radio, print, outdoor, digital , etc.-has a unique combination of usefulness and appeal to various niche markets. The author ends with practical advice on winning the communication game.
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_aMarketing communications
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_zMedia Consumer Research.
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_aMa. Theresa D. Villanueva.
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_aThe Loyola Schools review : John Gokongwei School of Management 8 : 2009. pp.49-61.
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