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Marketing Communications Mix constitutes six major modes of communication—Advertising - paid form of non personal presentation and promotion

—Sales Promotion - variety of short term incentives to encourage trial or purchase of a product or service

—Events and Experiences - company sponsored activities and programs designed to create daily or special brand related interactions

—Public Relations and Publicity - variety of programs designed to promote or protect a company's image or its individual products

—Direct Marketing - use if mail, telephone, fax or internet to communicate directly with specific customers

—Personal Selling - face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions and procuring orders

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