Choose a firm/company that uses several different types of marketing communications to promote their products.

(a) Identify the firm and products you have selected to discuss. There are many ways a firm could promote its products. Different firms approach the management of promotion (and integrated marketing communications) in different ways. Why is this? Briefly explain using the firm you have selected and/or its competitors to illustrate your thinking.

(b) List and describe a process you would recommend to your selected firm to use in designing their promotion strategy. Break it down to a step-by-step process and briefly describe each step.

(c) Describe your selected firm’s current promotion mix.

(d) If you were a marketing communications consultant what would you recommend for your selected firm to change about their marketing communications? Give at least three (3) brief recommendations. Give reasons and/or examples for each of your recommendations. List your recommendations in order of what you feel is most important to do first, second, and so on.