O public relations building good relations with the

o Public 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.
o Direct 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 more
 The product’s design, its price, the shape and color of its package, and the stores that sell it all
communicate something to buyers
 Promotion 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 easily
with other
 Marketers 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 networks
 Companies 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.
 TV advertising 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 mix of 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.

 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.