In this and the next three chapters, we’ll examine the last of the marketing mix tools—promotion. Companies must do more than just create customer value. They must also clearly and persuasively communicate that value. Promotion is not a single tool but rather a mix of several tools. Ideally, under the concept of integrated marketing communications, a company will carefully coordinate these promotion elements to engage customers and build a clear, consistent, and compelling message about an organization and its products.

We’ll begin by introducing the various promotion mix tools. Next, we’ll examine the rapidly changing communications ­environment—especially the addition of digital, mobile, and social media—and the need for integrated marketing communications. Finally, we discuss the steps in developing marketing communications and the promotion budgeting process. In the next three chapters, we’ll present the specific marketing communications tools: advertising and public relations (Chapter 15); personal selling and sales promotion (Chapter 16); and direct, online, mobile, and social media marketing (Chapter 17).

Let’s start by looking at a good integrated marketing communications campaign. In the fiercely competitive snack and candy industry, where well-established brands are fighting for survival, the inspired-yet-durable Snickers “You’re not you when you’re hungry” campaign has given the iconic brand new life. No matter where you see the message—on TV, on a mobile screen, in a friend’s post, or even on a Snickers candy bar wrapper—the imaginative campaign clearly and consistently drives home the brand’s “Snickers satisfies” and “You’re not you when you’re hungry” positioning in an engaging and memorable way. It has also made Snickers the world’s leading sweet snack.