-way communication mass media tool is no longer effective as previously, hence can no longer fulfill the role of leading marketing mix … tool. Therefore, the necessity for altering the structure of the traditional marketing communication mix elements … improvement of marketing communication’s mix efficiency is by reallocation the leading role of advertising with public relations …

, communication and entrepreneurial orientation, followed by interviews with one small and one large advertising agency for each … proactive, but because the speed of the decision-making process can be faster and communication skills better in a small agency …

neighbours, setting in motion a chain of communication that could spread through a whole market. Each activity, itself small and …