COMM 223 Chapter Notes - Chapter 13: Integrated Marketing Communications, Advertising, Sales Promotion

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Bonnie Feigenbaum

Document Summary

Promotion mix (or marketing communications mix): the specific blend of promotion tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships. Consumers are changing: consumers are better informed and more communications empowered. Rather than relying on marketer-supplied information, they can use internet to find information. Marketing strategies are changing: marketers are shifting away from mass marketing (too fragmented). More and more, they are developing focused marketing programs designed to build closer relationships with customers. Advances in digital technology: new information and communication tools. This gave birth to a more targeted, social, and engaging marketing communications model. In the new marketing communications world, rather than using old approaches that interrupt customers and force-feed them mass messages, new media format let marketers reach smaller communities of consumers in more interactive, engaging ways. Marketing strategies must be integrated to best engage customers.