COMM 131 Chapter Notes - Chapter 12: Integrated Marketing Communications, Mobile Marketing, Narrowcasting

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Jacob Brower

Document Summary

Promotion mix/marketing communications mix: specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Advertising: any paid for of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor (mass media television, radio, internet) Sales promotion: short-term incentives to encourage the purchase or sale of a product or service (discounts, rebates, coupons, contests, displays) Personal selling: personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships (sales presentations, trade shows, incentive programs) Public relations (pr): building good relations with the company"s various publics by obtaining favourable publicity, building a good corporate image, and handling or heading off unfavorable rumors, stories, and events (press releases, sponsorships, special events) Direct marketing: direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships (catalogues, websites, direct mail, mobile marketing)