(Optional) Identify communications channels to reinforce company image and support financial investment.

Identification should include

• selecting the appropriate media to meet the strategic goal
• considerations to make when selecting channels (e.g., media and production cost, media climate, flexibility, target audience, nature of the product/service).

Process/Skill Questions:

• How might technology affect revenues derived from promotion in the traditional advertising media, such as newspapers and television?
• What are some ways that companies spend on sporting events advertising, other than through commercials?
• How does target marketing influence the selection of promotional media?