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The commercial communications mix

Date of publication: November 6, 1985

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Company: Philips International

Author: Robert Riphagen

Abstract:

This paper will discuss trends and issues in the commercial communications mix both at a mega-trend level and more specific in the fields of Advertising, Sales Promotion, Sponsorship, Public Relations, Direct Marketing and Personal selling, sponsored magazines and new media.

Robert Riphagen

Author

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Riphagen, R. (1985a, November 06). The commercial communications mix. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-sequana-mix