The Marketing Communications Mix: The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives.
Advertising: Any paid form of non personal
presentation and promotion of ideas, goods, or services by an identified
sponsor.
Figure: Marketing Communication Mix
Personal selling: Personal presentation by the
firm’s sales force for the purpose of making sales and building customer
relationships.
Sales promotion: Short-term incentives to
encourage the purchase or sale of a product or service.
Public relations: Building good relationships
with the company’s various publics by obtaining favorable publicity, building
up a good "corporate image", and handling or heading off unfavorable
rumors, stories, and events.
Direct marketing: Direct communications with
carefully targeted individual consumers to obtain an immediate response and
cultivate lasting customer relationships.