Mkt 300 assignment 4 PDF

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MKT 300 assignment four mandatory and worth a lot of points. Professor james Thaelman....

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Mackenzie Arthur MKT 300 Assignment 4 

#1: HSN not only supports an integrated marketing communications effort but encourages it. Their company not only has a huge presence on television, direct mail, and websites, but also on smartphone apps. By making their videos available on these networks, they are integrating their connections with their customers. Something that makes HSN stand out is their ability to provide a consistent message throughout all of their different methods of communication. Most consumers initially contact with this company through the television but now due to their integrated marketing communications, customers can access their website 24 hours a day 365 days a year. By using multiple methods of communication, customers can get more content and buy products in an easier way. HSN wants their customers to be able to access their content whenever and wherever they want, making it easier for them to shop. When they switched from doing just television marketing to internet and smart phone marketing, they allowed their customers to look for various products rather than the television just showing them one at a time. HSN supports an integrated marketing communications effort in the fact that they are providing a network of different marketing experiences. Their customers can go back and forth between all of their communication sources with no problem. All of their marketing efforts are connected and provide a consistent message. They invented television retailing and now are reinventing this concept on both computers and smartphones.

Question #2: HSN seems to focus its efforts on making sure that their communications all provide a consistent message all the way across. HSN focuses on passive elements when they

provide their services on the television. The television shows customers their products without forcing them to interact. HSN more so focuses on the interactive portion of their communications because they so highly emphasize their internet and smart phone communication efforts. By using the internet and smart phone, it makes customers do the searching on their own and allows them to better interact with their products. By opening up these platforms, HSN allows their customers to see their products in action and to view the products that they want to. HSN focuses on interactive online strategies in order to make it easier for the customers to engage in their products and to be able to access it all on their own schedule. A way that HSN promotes their interactive online strategy is by offering videos online and on smart phones that customers don’t have access to through the television. By using this strategy, it makes customers want to use their internet and smart phone connections rather than using the television. HSN was so successful because they focused on making it easier on the customer so that they have access whenever and wherever they want. This element of focus set them apart from their competitors as they really took into consideration their customers wants and needs. Another element that HSN focused on was their use of social networking. They use Facebook and Twitter in order to engage their customers and to reach out to the most people that they can.

Reference: Grewal, Dhruv., & Levy, M. (2016). Marketing. 5th ed. New York, NY: Mcgraw-Hill Education....