Communication mix

Communication mix - the selection of communication policy instruments and their combination for a coordinated use (marketing communication).

The communication mix requires the following decisions:

  • Determination of the communication budget (budget)
  • Determination of the communication tools to be used
  • Distribution of the budget to the instruments

The communication mix includes:

  • advertising
  • Sales promotion
  • PR
  • Sponsorship
  • Product placement
  • Direct communication
  • Event marketing
  • Multimedia communication
  • Personal sale
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