The document discusses the marketing communications mix, which consists of 6 ways for companies to communicate their message to customers: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. Each of these channels is briefly defined. The document was written by Ricardo Vanegas in 2011 to provide a brief overview of 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