Corp. Marketing Mix- Promotion When is comes to a Marketing Mix, one of the most important steps in this process is the Promotion Mix. A company has an overall Promotion Mix, or Marketing Communication, and can also promote itself through advertising, public relations, personal selling, and sales promotion. With a company like Starbucks, promotion is key when reaching out to potential customers. Typically, when skimming a magazine, driving down the highway, or even simply just walking down the street, encountering the Starbucks logo is not a rare site. Starbucks advertises themselves on billboards, newspaper, ad space, and logos through the form of institutional advertising. When using institutional advertising, Starbucks goal is to improve the image of their company as whole to consumers and their target market. (Hair, Lamb, McDaniel, 2014). Along with this advertising, Starbucks uses various types of media to best reach its target market. Some of these media types are: magazine ads, television commercial ads, and most importantly through social media. Although Starbucks uses magazine ads and television commercials to portray their products and a friendly coffee shop environment, the company tends to have a big brand presence when it comes to the Internet. According to Branding Personality, Starbucks has made it a point to take its successful offline branding strategies and implement them online. Its online image and messages have stayed consistent with their brand values, which are honesty, sincerity, and connecting with its consumers on a level unlike any other brand. The coffee company uses different types of social media, such as Facebook and Twitter, to have a two-way communication with its consumers. The Starbucks Facebook Page was created in 2008 with a total fan count of around 200,000. In the past several years, Starbucks has grown its