o Public relations Building good relations with the companys various publics by

O public relations building good relations with the

This preview shows page 15 - 17 out of 36 pages.

oPublic relations: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 i.e. press releases, sponsorships, special events, and web-pages.oDirect marketing:Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships i.e. catalogues, telephone marketing, kiosks, the Internet, mobile marketing, and moreThe product’s design, its price, the shape and color of its package, and the stores that sell it all communicate something to buyersPromotion and product, price, and place—must be coordinated for greatest impact.Consumers are changing- they are better informed and more communications empowered. They can use the Internet and other technologies to find information on their own. They can connect more easilywith otherMarketers are now developing focused marketing programs designed to build closer relationships with customers in more narrowly defined micro markets. The new media range from specialty cable television channels and made-for-the-Web videos to Internet catalogues, email, blogs, cellphone content, and online social networksCompanies are doing less broadcasting and more narrowcasting.Mass-media costs are rising, audiences are shrinking, ad clutter is increasing, and viewers are gaining control of message exposure through technologies such as video streaming or digital video recorders (DVRs) that allow them to skip past disruptive television commercials.Ad spending in Canada continues to grow, with the largest jump in Internet and mobile media spending.TVadvertising still captures the largest share of advertising dollars (roughly 38 percent) and remains the dominant form of advertising.The new marketing communications model will consist of a shifting mixof both traditional mass media and a wide array of exciting, new, more targeted, and more personalized media.Marketers are dealing with new problems with the need for a richer promotion mix- conflicting messages from different sources can result in confused company images, brand positions, and customer relationships.
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Advertising messages are planned by the advertising department,Personal selling communications are developed by sales management.Others are responsible for PR, sales promotion events, Internet or social networking efforts, and other forms of marketing communications. Mixed communications from these sources result in blurred brand perceptions by consumers.Integrated marketing communications (IMC):Carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
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