The document outlines the 6 main components of a company's marketing communications mix: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. It provides a brief 1-sentence definition for each component and notes they are ways for a company to communicate its message to customers. The document was written by Ricardo Vanegas in 2011 to describe the marketing communications mix.

1. A BRIEF DESCRIPTION OF
THE MARKETING COMMUNICATIONS
MIX
By: Ricardo Vanegas – 2011

2. Marketing Communications Mix
6 Ways to Communicate your Message
Advertising
Sales Promotion
Events and Experiences
Public Relations and Publicity
Direct Marketing
Personal Selling
Ricardo Vanegas – 2011

3. Advertising
Any paid form of non-personal
presentation and promotion of
ideas, goods, or services
Ricardo Vanegas – 2011

4. Sales Promotion
A variety of short-term incentives
to encourage trial or purchase of
a product or service
Ricardo Vanegas – 2011

5. Events and Experiences
Company sponsored activities
and programs designed to create
daily or special brand-related
interactions.
Ricardo Vanegas – 2011

6. Public Relations & Publicity
A variety of programs designed to
promote or protect a company’s
image or its individual products.
Ricardo Vanegas – 2011

7. Direct Marketing
Use of mail, telephone, fax, e-
mail, or internet to communicate
directly with or solicit response or
dialogue from specific customers
and prospects.
Ricardo Vanegas – 2011

8. Personal Selling
Face-to Face interaction with one
or more prospective purchasers
for the purpose of making
presentation, answering
questions, and procuring orders.
Ricardo Vanegas – 2011