The most commonly known and used marketing mix involves four elements. Product; Price; Promotion and Place(ment)
Each of these elements, not just the promotion element, communicates something to existing and potential customers. For example, perfume as a product communicates a number of future uses and benefits. Its packaging is an integral component of the product element in the marketing mix but it also acts as a "silent salesperson".
What a product costs (Price) and where it can be purchased (Place) also say something to customers. Thus the entire marketing mix must be managed carefully to deliver maximum communication impact.
The promotion mix, one of the four major components of the marketing mix, also requires blending. A promotion mix is a careful blending of advertising, personal selling, direct marketing, sales promotion, and public relations to accomplish an organisation's promotion objectives
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