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The Communications Mix
The communications mix

The communications mix is a subdivision of the marketing mix. The basic mix consists of advertising, sales promotion, personal selling and public relations: this list was first compiled in the late 1960s and has been added to (and also widely criticised) ever since.

The basic concept assumes that, like the marketing mix, the communications mix represents a combination of tactical tools which are available to marketers for the purpose of marketing communications. The theory is that marketers can combine the various elements to obtain maximum impact, particularly by creating an integrated campaign in which the same message is offered ...

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