MARKETING COMMUNICATIONS MIX

Marketing Communications Mix

Marketing Communications Mix of Coca Cola

A company's marketing communication mix consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships (Armstrong & Kotler 2007, 287). Marketing communication mix is used to communicate customer value and build customer relationships and to attract and retain the customers. Coca Cola's marketing communications mix consists of:

"Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor (Armstrong & Kotler 2007, 288)." ...