Question 1.

1. An integrated communication program is a good tool for promoting a plan, program, or product. Promotional tools, of which there are traditionally four, can be used within an integrated communicational program. What are these tools and how effective are any of them separately or collectively in strengthening marketing communications?

The promotional mix consists of Advertising, Personal Selling, Public Relations & Sales Promotions. Advertising is paid-for promotion which in non-face-to-face; personal selling if of a face-to-face nature; public relations captures public opinions and executes a program of action and information to earn public acceptance; sales promotions tempt consumers to buy now instead of later. The ICM is the unifying effort to pull together the promotional mix to create a consistent message for all stakeholders. During promotional activities, the importance of all promotional activities sending a consistent message cannot be understated.