A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

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Business

1 April, 03:04

A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

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Lucian · Answer 1

Promotion mix

Explanation:

The promotion mix is the blending and integration of separate promotional strategies including advertising, personal selling, direct marketing, publicity and sales promotions.

Marketing managers need to balance the promotion mix in order to get the best results possible.

For example, sales promotions without advertising will generally fail since customers will not know about them. If a company is suffering bad publicity, then no matter how good a marketing strategy is, it will probably fail.