ABSTRACT
Every element of the marketing mix communicates something to buyers and one of the arts of integrated marketing management is to ensure that the customer does not receive confusing or contradictory messages from them. There is little point, for instance, in using advertising to create an image of product quality and prestige if the item is offered at a price which is so low as to make potential consumers wary of its merits. The marketing communications mix is that complex of techniques under the control of management which may be used to communicate directly with buyers and potential buyers: principally, it includes advertising, sales promotions (such as competitions and price discounts) and public relations. These components of the communications mix provide the focus of this chapter. The mix may, however, include whatever marketing mix components are currently being employed by the firm as communications devices; it may thus include personal selling and packaging on occasion, subjects which are dealt with in a later chapter.
