This year, there has been a heavy spending on the internet for the presidential campaign because that is where the younger audience live. Youtube, Google, Blogs, PSAs, banner ads and pop ups involve interactivity and live streaming. Online voting can be something to consider in the future but there is authentication issue.
Facebook advertisements can now target specific individuals.
Importance of integrated communication includes relevant message to the right consumers at the right time, synergy between message is integrated communication and traditional and interactive marketing method are converging.
Communication process requires identifying your target audience, determining the communication objective, developing the media plan, creating the message executing the campaign and evaluating the effectiveness of the campaign.
Product definition includes tangible and intangible, physical and service, internet changes some accepted limits of service based on offerings such as intangibility, simultaniety, heterogentiy and perishability.The value proposition are core benefits, basic product and augment product.
Augmented product development levers include customer service programs like post sales supper, customer care and customer relationship management, loyalty program and privilege, complimentary products, upgrades, enable communication, additional function and fulfillment capabilities.