THE WALL STREET JOURNAL.
INPRACTICE
Marketingcommunication must
communicateanorganization's
ideasto itstargetaudiences,com-
peteconsistentlyandeffectivelyin
the marketplace, andconvincecon-
sumerstobuyits products. To
achieve these objectives,marketers
designan integratedmarketing
communicationplan usingadverti,,-
ing,salespromotion,publicrela-
ti ons,and personalselling.
Marketingcommunicationi3
both internalandexternalinscope
withanarrayoftargetaudier.cec,
somesmall, somelarge.M arketing
communicationisalso bothdirect
andin direct.Advertisingandpublic
relationsareindirect,masscommu-
nicationsystems,whilesalespro-
motionandpersonal selling are
direct,interpersonalandorganiz2-
ti onalsystems.
The Marketplace sectionofthe
InteractiveJournalisaninvaluable
sourceforarticlesrelated tocnar-
keting communication.With a sec-
tion dedica tedfo r Advertising
news, theJournal keepsreaders
informed of thelatesttrendsinthe
field.
MarketplaceColumnsarethe
mainfeatures intheMarketplace
section.Theyareregularweekly
columns,offeringinsightintoa
varietyoftopica l issues suchas
E -business andwork andfamily.
TheMarketplaceExtrase ction
is theonlinecompaniontothe
print edition's supplementtothe
Weekend Journal.Here you'llfine'
storiesaboutbroadermarket
trends.Astutemarketerscanlever-
agethisinformationtolearnmore
aboutconsumerbehavior.Inturn,
theycandevelopmark etingcom-
municatio n strategies withmore
relevantandconvincingmessages.CAREERS
Many marketersgettheirstartin
advertising,sales,orp ublicrela-
tions.The InteractiveJournaloffers
jobseekersadviceaboutfinding
jobsandbuildingcareers.Onthe
FrontSection, clickontheCareers
lin kunderFreeWSJ.comSites.
You'llfindnegotiationstrategies,a
careerQ&A , andinterviewing
tips.Youcanalsofindinfo rmation
about writingeffectivecoverle tters
andresumes.DELIVERABLE
Readoneof,hefeaturedarticlesin
today's Marketplacesectionofthe
InteractiveJournal.Searchthe
InteractiveJournal andotherrele-
vantsites foradditional informa-
tion.Identifythemarketing
communicationstrategiesthecom-
panyusesandarguetheir effective-
ness.Supportyourconclusionswith
factsandchapterconcep ts.DISCUSSIONQUESTIONS
1.Why areorganizationsshifting
fromspecializedtointegrated
marketingcommurication
strategies?- H owcanorganizationsdes;gn
marketingcommunicationpro-
gramsthatkeeppacewiththe
rapidchangesintechnology?
3.Whatcareersareavailableir.
adverti:.ing?Sales?Publicrela-
tions?Whatskillsareemploy-
ersseekingforthesepositiors?
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