A number of agencies assist business organizations with integrated marketing communications programs. Whereas some firms try to provide a wide array of services, others are more specialized. Access the following association websites.
What type of information is available on each site? How would the information provided be useful in building an IMC program?
a. International Social Marketing Association (www.i-socialmarketing.org)
b. Brand Activation Association (www.bbalink.org)
c. Outdoor Advertising Association of America (www.oaaa.org)
d. Direct Marketing Association (www.the-dma.org)
e. Digital Marketing Association (www.digitalmarketingassoc.com)
For an advertising management program to be successful, it is vital that the business understands the media usage habits of consumers and their attitudes toward various media. Investigate possible sources of data covering these habits and attitudes in your own country. Industry or government data may be available, but check the dates and coverage first. What type of information is available at this website, and how could it be used in developing an advertising campaign?