The promotional mix and integrated marketing communications (IMC) are both relevant concepts for understanding how brands build equity and create awareness.

The promotional mix and integrated marketing communications (IMC) are both relevant concepts for understanding how brands build equity and create awareness. IMC ensures that a transparent and consistent brand message is communicated throughout the promotional mix, which are advertising, personal selling, public relations, sales promotion, and social media (or internet marketing).
Discuss your brand’s (TikTok) promotional mix. Which ones are most prominently used and by what means? Which communications technique makes the most impact for your brand(TikTok)?

Required Readings
Chapters 5 & 6 in Strategic Brand Management
Anand, S. (2020). Digital integrated marketing communication (DIMC) and it’s logical relationship with co-branding and brand values with reference to Coke Studio. Academy of Marketing Studies Journal, 24(1), 1–21.
Desai, A., & Shah, J. (2019). Integrated marketing communication then and today – A challenge or an opportunity? Journal of Marketing Vistas, 9(1), 2-12.
Liu, J., & Ansari, A. (2020). Understanding consumer dynamic decision making under competing loyalty programs. Journal of Marketing Research, 57(3), https://doi.org/10.1177/0022243720911894