COMM 131 Chapter Notes -Swot Analysis, Public Relations, National Do Not Call Registry

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Ethan Pancer

Document Summary

Promotional mix (marketing communications mix): blend of promotional tools the company uses to persuasively communicate customer value and build customer relationships. Advertising: paid, non-personal promotion of ideas, or goods by an identifies sponsor. Personal selling: personal presentation by sales force to make sales and build customer relationships. Public relations (pr): building good relationships with the public by obtaining favourable publicity, building good corporate image, and handling unfavourable rumours, stories, and events. Direct marketing: direct connections with carefully targeted individuals to obtain immediate response and cultivate lasting customer relationship: integrated marketing communications. Consumers are more informed and connecting with each other online to share their opinions. Marketing strategies are moving away from mass marketing and towards custom-tailored marketing. Communications technology has expanded with many new media tools to reach consumers on. Companies doing less broadcasting and more narrowcasting (ex. Moving away from traditional media, and towards more targeted, cost-effective, interactive, and engaging media (especially digital)