Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm’s

Advertising, personal selling, sales promotions, public relations, and direct marketing are marketing communications alternatives that make up a firm's promotional mix.

Promotional mix is the combination of two or more communication tools used to inform potential buyers, persuade them to try it, and remind then of the benefit they experienced from it. It is applied under the concept of IMC or Integrated Marketing Communications.