Promotion mix- also called its marketing communications mix- consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships.
The promotion mix is the marketer’s bag of tools for communicating with customers and other stakeholders. To deliver a clear and compeling message, each tool must be carefully coordinated under the concept of integrated marketing communications.
The combination of advertising, personal selling, sales promotion, and publicity used to promote a specific product.