Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers - directly, or indirectly - about the products and brands that they sell." (Kotler and Keller)
Personal and nonpersonal communication channels can be used for marketing communications. Within both of them there are many subchannels. The marketing communications mix is presented as mix of eight major modes or types of communication alternatives by Kotler and Keller in the 13 Edition.
1. Advertising
2. Sales promotion
3. Events and experiences
4. Public relations and publicity
5. Direct marketing
6. Interactive marketing
7. Word-of-mouth marketing
8. Personal selling