The marketing communications mix consists of eight major modes of communications:
- Advertising- Any paid form of non—personal presentation and promotion of ideas, goods, or services by an identified sponsor via print media (newspapers and magazines), broadcast media (radio and television), network media ( telephone, cable, satellite, wireless), electronic media (audiotape, videotape, CD-Rom, Web page), and display media (billboards, signs, posters).
- Sales promotion— A variety of short-term incentives to encourage trial or purchase of a product or service including consumer promotions (such as samples, coupon, and premiums), trade promotion (such as advertising and display allowances), and business and sales force promotions (contest for sales reps).
- Events and experiences— Company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers, including sports, arts, entertainment, and cause events as well as less formal activities.
- Public relations and publicity— A variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company’s image or its individual product communications.
- 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.
- Interactive marketing— Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.
- Word-of-mouth marketing— People-to-people oral, written or electronic communications that relate to the merits or experiences of purchasing or using products or services.
- Personal selling— Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.
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