What is the communications mix, and how should it be set ?

The document discusses eight major modes of integrated communications that companies must allocate their communications budget over: 1) advertising, 2) sales promotion, 3) public relations and publicity, 4) events and experiences, 5) direct and interactive marketing, 6) word-of-mouth marketing, 7) personal selling. Each mode is described in one or two sentences highlighting their key attributes such as pervasiveness, ability to be attention getting, customized interaction, and influential yet timely nature. The document was created by Dishi Arora during an internship with Prof. Sameer Mathur to discuss designing and managing an integrated communications strategy.