Ch. 16 -Integrated Marketing Communications

Promotional strategy are all of the promotion elements in one: advertising, public relations, personal selling and sales promotion. Microsoft does not use interpersonal communication. Interpersona communication is direct faee-to-face communication between two or more people. The reason Microsoft doesnt use interpersonal communication is because they dont sell the produts themselves. They sell there product through retailers like Target, Bestbuy, Gamestop, ect. Microsoft uses mass communication to reach out to their target market. Mass communication is the communication of a concept or message to a large audience. Microsoft uses mass communication using devices like televesionand radio and even the newspaper.