The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

The Communications Mix

The communications mix

The communications mix is the combination of those elements of marketing activities concerned with sending and receiving messages from customers and other stakeholders.

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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