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Definition

Marketing communications mix

The marketing communications mix consists of eight major modes of communications:

  1. 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).
  2. 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).
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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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