Marketing Communications Mix (Nov’11)

Q. What is the Marketing Communications Mix (Nov’11)?

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.

Figure: Marketing Communication Mix

Advertising: Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.

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.

References: http://www.themarketingguywhodrivessales.com