Communications mix elements (MC, unit 2)]

Above (advertising) and below-the-line communications (everything else) - based on accounting terminology where ad agencies were payed by the media, now tends to be result-based. Desire to increased integration crosses the 'line'.

Major elements of marketing communications mix (ASPPSD):

1. Advertising
2. Sales promotions
3. Public relations
4. Personal selling
5. Sponsorship
   
6. Direct marketing

Communications media: broadcast, print, outdoor, transport, new media (net, mobiles), in-store (packaging, POS), others (product placement, ambient)

Communications mix: use any of above in a unified and cohesive manner designed to achieve specifically defined and measurable promotions objectives

Four Ps of the marketing mix:
The role of marketing communications (DRIP, Fill '02):

• Differentiate a product/brand through positioning
• Remind target audience of benefits & encourage (re)purchase
• Inform target audience by providing new info
• Persuade audience to take a particular set of actions