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The approach to Communication for Development (C4D) has evolved over the years. Initially developed after World War II as a tool for diffusion of ideas, communication initiatives primarily involved a one-way transmission of information from the sender to the receiver.
The development of postmodern marketing is built on the foundations of modern marketing (with analysis, planning, implementation and control deeply rooted in its process). [2] Postmodern marketing however, acts more of a collection of approaches in the need to stay nimble, reactive and able to engage and shift with consumers from a non ...
An integrated approach has emerged as the dominant approach used by companies to plan and execute their marketing communication programs [62] and has been described as a paradigm shift. [ 63 ] IMC unifies and coordinates an organization's marketing communications to promote a consistent brand message. [ 64 ]
Development communication refers to the use of communication to facilitate social development. [1] Development communication engages stakeholders and policy makers, establishes conducive environments, assesses risks and opportunities and promotes information exchange to create positive social change via sustainable development. [2]
Selected marketing scholars have defined advertising in the following terms: "any non-personal communication that is paid for by an identified sponsor, and involves either mass communication viz newspapers, magazines, radio, television, and other media (e.g., billboards, bus stop signage) or direct to-consumer communication via direct mail".
Market segmentation is the process of dividing mass markets into groups with similar needs and wants. [2] The rationale for market segmentation is that in order to achieve competitive advantage and superior performance, firms should: "(1) identify segments of industry demand, (2) target specific segments of demand, and (3) develop specific 'marketing mixes' for each targeted market segment ...
Primary, alternate, contingency and emergency (PACE) is a methodology used to build a communication plan. [1] The method requires the author to determine the different stakeholders or parties that need to communicate and then determine, if possible, the best four, different, redundant forms of communication between each of those parties.
Overall, niche marketing is a great marketing strategy for firms, mainly small and medium-sized firms, as it is a specific and straightforward marketing approach. Once a firm's niche is identified, a team or marketers can then apply relevant marketing to satisfy that niche's wants and demands.