Communication mix

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To communicate about a product or a service, a company can use one or several communication tools or means. The marketing mix reflects this diversity of means. It refers to all the tools that the company has chosen to launch or promote its product or service.

To reach its objectives, the company has the choice between :
– a media communication. As its name indicates, this communication requires the use of media supports such as television, magazines, radio,
– non-media communication, which is more oriented towards the creation of promotional events or public relations. Trade shows, conferences, sponsorships and buzz marketing are also part of non-media communication.