COMM 223 Chapter Notes - Chapter 14: Online Chat, Force Works, Shoppers Drug Mart
12 Dec 2016
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The marketing communications mix: consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. There are five major promotion tools: advertising. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Includes broadcast, print, internet, outdoor, and other forms: sales promotion. Short-term incentives to encourage the purchase or sale of a product or service. Includes discounts, coupons, displays, and demonstrations: personal selling, public relations. Includes sales presentations, trade shows, and incentive programs. customer relationships. Personal presentation by the firm"s sales force for the purpose of making sales and building. Building good relations with the company"s various publics by obtaining favourable publicity, building a good corporate image, and handling or heading off unfavourable rumours, stories, and events. Includes press releases, sponsorships, special events, and web pages: direct marketing.
