Title: (Optional) Identify communications channels to reinforce company image and support financial investment.
Course: Strategic Marketing (formerly Marketing, Advanced) (12152) > Section: Applying the Promotional Mix

Identification should include

- selecting the appropriate media to meet the strategic goal
- considerations to make when selecting channels (e.g., media and production cost, media climate, flexibility, target audience, nature of the product/service).

Process/Skill Questions:

- How might technology affect revenues derived from promotion in the traditional advertising media, such as newspapers and television?
- What are some ways that companies spend on sporting events advertising, other than through commercials?
- How does target marketing influence the selection of promotional media?