COMM-2036EL Chapter Notes - Chapter 13: Longrun, Sales Promotion, Marketing Mix

• School: Laurentian
• Department: Commerce and Administration
• Course: COMM-2036EL
• Professor: Najam Saqib

Document Summary

Promotion mix (marketing communications mix) the specific blend of promotion tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships. Although the promotion mix is the company"s primary communication and engagement activity, the entire marketing mix promotion as well as product, price, and place must be coordinated for greatest impact. As many markets have fragmented, marketers are shifting away from mass marketing and are developing focused programs designed to build closer relationships. Sweeping advances in digital technology are causing remarkable changes in the ways companies and customers communicate with each other. In the new marketing communications world, rather than using old approaches that interrupt consumers and force-feed them mass messages, new media formats let marketers reach smaller communities of consumers in more interactive, engaging ways. Rather than just creating and placing tv ads , or facebook ads , many marketers now view themselves more broadly as brand content managers.