The Promotional mix Advertising any form of nonpersonal communication Personal Selling the use of person-to-person communication Publicity nonpaid, commercially significant news Sales Promotion Direct inducements of extra value or incentives Copyright 2001 by Harcourt, Inc. All rights reservedCopyright © 2001 by Harcourt, Inc. All rights reserved. 12-8 The Promotional Mix Advertising • any form of nonpersonal communication Personal Selling • the use of person-to-person communication Publicity • nonpaid, commercially significant news Sales Promotion • Direct inducements of extra value or incentives