Alternate marketing communication
Rosales Brito, Carlos Iván
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It is often said that having a unique product with many benefits and superior to the competition is useless as long as the consumer is unaware of its existence; hence communication strategies acquire a very important role so the people may know and try the product. However, nowadays there is a global phenomenon and the media landscape has shifted so dramatically from the traditional media which has lost presence and power as the consumers have shown reluctance to ads and have also lost faith in them. Alternate media in which the customer controls what he sees and what he does not, has now become and more common. Thus, the marketing efforts in the communication media are going through difficult times.