combination of promotion methods a firm uses to reach a target market
1. Advertising - A non-personal message communicated to a select audience through a mass medium
2. Personal Selling - Personal communication aimed at informing customers and persuading them to buy a firm's products
3. Sales Promotion - The use of activities or materials as direct inducements to customers or salespersons
4. Public Relations - Communication activities used to create and maintain favorable relations between an organization and various public groups, both internal and external
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