Chapter 16 : Integrated Marketing Communication

The most important form of marketing strategy is communication. At Macy's emphasis is placed on connecting with every customer.Knowing a customer needs is very integral in the this wonderful process of marketing. With commercials which is prime example for mass media;this is able to  appeal to every age group.When there is a big sale occurring customers enter the store hoping for a magical experience similar to the one that was showcased on television newspaper adverts or just a pop adverts on their computers and mobile devices. With the prevalence of technology is much easier more than ever to reach to audiences all over the world. The whole purpose of integrated marketing communication is secure prospects in the different target audience.