The integrated communications mix has seven elements: Advertising refers to any paid- for, non- personal communication about a product or service. Direct marketing occurs when the organisation communicates directly with the customer to get a response. The internet is used for direct interactive communication with the customer. Sales promotion is marketing activities that provide extra incentives to the salesforce, the distributors or the consumer, it aims to be to stimulate an immediate response. Publicity is non-personal information about the organisation, although the organisation will probably spend money on it, and it is carried out by an identifiable sponsor. Public relations aim to change customer attitude, and garner understanding and acceptance from the public. Personal selling is face-to-face selling to inform or persuade the customer to purchase the product or service.