Traditional advertising media remains strong, but today it is complimented by a variety of
new—or alternate —forms of media. When combined into a comprehensive integrated
marketing communications (IMC) strategy, the winner is often both the company and the
consumer.
1. Using the text and additional resources, compare and contrast traditional and
alternative means of marketing. Provide 2 specific examples of traditional media
channels and 2 specific examples of alternative marketing.
2. After watching the video on Konica/Minolta*, discuss how Konica/Minolta
utilizes social media for promotion.
3. Select and consider a product/service category for which you have high
knowledge of the various brands. Pick one of the major brands. Discuss each of
the stages of buzz marketing as it relates to the brand you identified (including
preconditions). Which stage is the brand in now? Support your answer.
Your essay must be at least 1,000 words and contain a minimum of 5 scholarly sources
with a title page and reference page. Current APA format must be used.
