CIS 101 Lecture Notes - Lecture 2: Integrated Marketing Communications, Double Taxation, Sales Promotion

• School: Quinnipiac University
• Department: Computer Information Systems
• Course: CIS 101
• Professor: Bruce Saulnier

Document Summary

Strengths are positive internal factors that contribute to a company"s success. Weaknesses are negative internal factors that inhibit the company"s success. Opportunities are positive situations that represent the possibility of generating new revenue. Threats are negative forces that could inhibit a rm"s ability to achieve its objectives, Integrated marketing communications (imc)- a strategy of coordinating and integrating communication and promotion efforts with customers to ensure greater efficiency and effectiveness. Communication mix or promotion mix - a blend of communication elements (or vehicles) including advertising, direct marketing, personal selling, sales promotion, social media, and public relations that a company uses to reach current and potential customers. Advertising any paid form of non-personal presentation by an identified sponsor. : product advertising is product item speci c whereas brand advertising affects the entire product line. Personal selling face-to-face (two-way) presentation to a prospective customer.