1. Marketing communication mix.
Marketing communication mix consists of the specific mix of advertising, personal
selling, sales promotion, public relation and direct marketing tools a company
uses to pursue its advertising and marketing objectives.
1) Advertising: Advertising is any paid form of ideas, goods or services by an
identified sponsor.
2) Personal Selling: Personal selling is the personal presentation by the firm’s sales
force for the purpose of making sales and building customer relationships.
3) Sales Promotion: Sales promotion is short term incentives to encourage the
purchase or sale of a product or service.
4)Public Relations: Public relations-building good relations with company’s various
publics by obtaining favorablepublicity, building up a corporate image and
handling or heading of unfavorable rumors, stories and events.
5)Direct Marketing: Direct marketing is the direct communications with carefully
targeted individual consumers to obtain an immediate response and cultivate
lasting customer relationships.