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 the brand Harley-Davidson’s promotional mix. Which ones are most prominently used and by what means? Which communications technique makes the most impact for your brand?
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