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Introduction

The purpose of this essay is to look at the Marketing Communications Mix, clearly define the meaning of each type and show how Coca Cola, one of the biggest brands on the global market, utilises each method.

Belch, E. and Belch A. describe Integrated Marketing Communications as “a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact”.

The disciples in the marketing communications include:
 Media advertising
 Direct Marketing
 Sales promotions
 Public Relations
 Personal selling

The product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Dr. John Stith Pemberton, a local pharmacist, produced the syrup for Coca-Cola®, and carried a jug of the new product down the street to...

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Title: Marketing Communications Mix
Approximate word count: 1688
Approximate pages: 7 (250 words per double-spaced page)

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