SOME CHARACTERISTICS OF IMC MIX PS Advertising Publicity SP Mode of Direct Comm- Nonpersonal Nonpersonal Nonperson Personal unication al Out of Message personalized Uniform Marketers Uniform Flexibility Control Direct Yes No No No Feedback Marketer Yes High No Yes Control Sponsor Yes Yes Yes IdentifiedSOME CHARACTERISTICS OF IMC MIX PS Advertising Publicity SP Mode of Comm￾unication Message Flexibility Direct Feedback Marketer Control Direct Personal Personalized Yes High Nonpersonal Uniform No Yes Nonpersonal Out of Marketer’s Control No No Nonperson -al Uniform No Yes Sponsor Identified Yes Yes No Yes