The Promotion Mix:

It is also known as marketing communication mix. It is 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.

• Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.
• Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service.
• Public relations: Building good relations with the company's various publics by obtaining favourable publicity,building up a good corporate image and handling unfavourable rumours, stories and events.
• Personal selling: Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.
• Direct marketing: Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.