A company’s total promotion mix – also called its
marketing communications mix – consists of the
specific blend of advertising, sales promotion, public
relations, personal selling, and direct marketing
tools that the company uses to persuasively
communicate customer value and build customer
relationships.
Definitions of the five major promotion tools follow:
o Advertising: Any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
o Sales promotion: Short-term incentives to
encourage the purchase or sale of a product or
service.