Differentiated marketing aims the product at specific segments in the market. The company may be trying to sell exactly the same product to different segments but it will change its promotional methods and the image it creates. Advantages: separate mix can be developed for each segment, different markets can be easily identified. Disadvantages: Can be costly, message may by-pass some customers.
Concentrated marketing is when the message is aimed at just one small market. Advantages: Small firms can concentrate their marketing, allows a specific mix to be developed. Disadvantages: Ignores other areas of the market, can cause problems in future as may make it more difficult for company to expand.
22nd May 2008 From India , Madras
Consistency in integrated marketing does not mean lack of creativity. Slapping a single color palate across all media or using the same tagline on a highway billboard as a product homepage is not the epitome of integrated marketing.
Instead, a marketing team must work behind-the-scenes to devise a compelling, unified voice for a brand, and transition it appropriately into every aspect of the brand’s persona, from advertising to physical presence and customer service.
18th July 2019 From India,