CMN 3144 Chapter Notes - Chapter 3: Marketing Strategy

• School: University of Ottawa
• Department: Communication
• Course: CMN 3144
• Professor: David Likely

Document Summary

Technological convergence: when information of various sources such as sound, text, images, and data are digitized, affording communication across media. Cultural convergence: when various forms of culture are exchanged, combined, converted and adapted. Economic convergence: when various media organizations and functions are merged under a single ownership structure. Professional convergence: when various functions of professional communication such as publicity, advertising, online services and marketing are combined to improve strategy. Advertising: media space purchased by sponsors to persuade audiences. Marketing: business of creating, promoting, delivering and selling products/services: product, price, place, promotion. Integrated marketing communication: strategic coordination of communication functions such as marketing, advertising and publicity to achieve a consistent concept in consumers" minds, the four c"s. How public relations is different at its core. Organization (beyond offerings) when an ad serves an institutional goal beyond sales and marketing, it is acting as a tool for public relations.