To be successful, an advertiser, marketing executive, or promotion manager should have knowledge of the components of public relations, advertising, personnel selling, and sales promotion. This total system is referred to under the umbrella term:

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The total system of public relations, advertising, personnel selling, and sales promotion is referred to as marketing communication, which is an important part of the overall marketing mix. This includes all the promotional activities that a company engages in to communicate with its customers and build its brand, such as advertising campaigns, sales promotions, and public relations initiatives. By having a strong grasp of marketing communication, an advertiser, marketing executive, or promotion manager can create more effective campaigns and drive better results for their companies.

To Be Successful, an Advertiser, Marketing Executive, or Promotion Manager