This chapter discusses integrated marketing communications and the promotional mix. It defines key terms like marketing, the marketing mix, and the different promotional tools including advertising, sales promotion, public relations, direct marketing, and personal selling. The document outlines the learning objectives which are to describe the importance of marketing communications, identify the components of the promotional mix, illustrate the concept of integrated marketing communications, and explain the IMC planning process. Examples are provided to illustrate concepts like brand identity, equity, and how companies communicate price, distribution and value through promotional activities.