Project Summary: busi 612 Integrated Marketing Communications (IMC) Promotional Mix Essay Instructions The Role of Promotion - Promotion is defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea. It should be noted that promotion is best viewed as the communication function of marketing. The discussion of Integrated Marketing Communications (IMC) should point to how other marketing elements such as brand name, package design, price or the physical retail space implicitly/explicitly communicates with consumers. However, most of an organizations communications with the marketplace takes place through a carefully planned and controlled promotional program which utilizes elements of the promotional mix. The promotional mix is defined as the basic tools or elements that help the firm to sell more product; these efforts create the top line of an income statement (revenue or sales). Because marketers create top line growth; they usually make more money than other positions within the firm, ceteris paribus. only 4 pages is required