COMM 223 Chapter Notes - Chapter 14: Integrated Marketing Communications, Sales Promotion, Direct Marketing

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Eric Martineau

Document Summary

Building good customer relationships is more than just developing a good product, pricing it right and making it available to target consumers. Companies must also communicate their value propositions to customers and not leave it to chance. The promotion mix or (marketing communications mix) is the specific blend of advertising, public relations, personal selling and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships. Advertising any paid form of non-personal presentation and promotion of ideas, good or services by an identified sponsor. Sales promotion the short-term incentives to encourage the purchase or sale of a product or service. These can come in the form of: discounts, coupons, displays, demonstrations. Personal selling this is the personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships. This can be done through: sales presentations, trade shows.