A Company's Total Marketing Communications Mix Consists of a Specific

Multiple Choice

A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

A) the product mix
B) product line filling
C) the promotion mix
D) the price mix
E) horizontal diversification