Working independently, select the promotional mix for Alphabet Inc. and the underlying premise for the selected venues.
To accomplish this, discuss the following:
What is an integrated marketing communications strategy?
What are the components of a promotional (communications) mix?
How does a company determine what promotional channels to utilize for its integrated marketing communications plan?
What are the different promotional mix components and the budget impact for each component?
Based on this analysis, select the promotional mix for alphabet Inc and the underlying premise for the selected venues. Discuss traditional (print, broadcast) and non-traditional (digital) marketing campaigns and strategies.