Companies use promotional strategies to acquire customers and sales. Colgate-Palmolive uses several strategies to increase sales. Although many companies have reduced advertising spending, Colgate-Palmolive is one of the companies that has increased advertising spending (Neff & York, 2008). This article will discuss the current promotional strategies of Colgate-Palmolive. This document will also discuss integrated marketing communications (IMC) and provide recommendations for strategies used. Current promotional strategies According to Kotler and Keller (2009) "sales promotion is a key ingredient in marketing campaigns, it consists of a collection of incentive tools, mainly short-term, aimed at stimulating faster or greater purchase of particular products or services by consumers or commerce.” Colgate-Palmolive offers various promotions to increase sales. Consumers can find coupons and special offers on the company's website company website (Colgate, 2011). The company uses point of sale displays to acquire impulse buyers. The company also provides free samples to dentists and other IMC institutions to sell and brand their products. The company has relied heavily on television advertising. Commercials have been their main source of advertising and where most of the advertising budget is used. The company also uses print ads in magazines and newspapers. In-store displays and point-of-sale displays are an advertising tool also used by the company. The company found that point-of-purchase displays produced a higher percentage of sales (Quelch & Laidler, 201…middle of paper…consumers are unaware of the organizations the company is involved with and the numerous ways the company gives back to the community More and more consumers want to purchase items from a company that is environmentally friendly and gives back to the community Conclusion The company not only focuses on innovative products, but also looks for innovative ways to do advertising The company has used traditional advertising methods such as television commercials and magazine advertising The company also uses coupons to incentivize customers to purchase their product has been very successful, but could use a little improvement. Not many consumers are aware of everything the company does and gives the community word on the different charities and organizations the company could get more recognition.