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Course Hero 36 - or solicit response or dialogue from...

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1 . Describe the eight major modes of communication in the communications mix. The marketing communication mix consists of eight major modes of communication. 1. Advertising – Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. 2. Sales promotion – A variety of short-term to encourage trial or purchase of a product or service. 3. Events and experiences – Company-sponsored activities and programs designed to create daily or special brand-related interactions. 4. Public relation and publicity – A variety of programs designed to promote or protect a company’s image or its individual products. 5. Direct marketing – Use of mail, telephone, fax, e-mail, or Internet to communicate directly with
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Unformatted text preview: or solicit response or dialogue from specific customers and prospects. 6. Interactive marketing – Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services. 7. Word-of-mouth marketing - People-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services. 8. 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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