The Unintended Consequences and Why Total Market Strategy Continues to Underperform

Autor:	Carol H. Williams
Rok vydání:	2017
Předmět:	Marketing 0508 media and communications Market strategy Unintended consequences Communication 0502 economics and business 05 social sciences 050801 communication & media studies 050211 marketing Business Experiential learning Education
Zdroj:	Journal of Advertising Education. 21:7-9
ISSN:	2516-1873 1098-0482
DOI:	10.1177/109804821702100204
Popis:	In the past few years, the advertising sphere has seen the rise of Total Market Strategy (TMS), calling for a single overarching message that is then implemented at the tactical and experiential level for specific segments under that umbrella. As this concept grows in popularity with clients, educators and students must understand the shortcomings of endorsing such a strategy, for often what TMS promises is not necessarily how it is practiced or performed. To not understand TMS' capabilities and shortcomings is to greatly impair the future of the industry, for every brilliant creative campaign that has penetrated American culture had a strong and sound strategy implemented in its execution.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::4d2a2a9b867350588d8f0edfc4b0b602 https://doi.org/10.1177/109804821702100204 Zobrazit plný text záznamu