Companies use promotional strategies to gain customers and sales. Colgate-Palmolive uses different strategies to increase its sales. While many companies have reduced their advertising spending, Colgate-Palmolive is one company that has increased its advertising spending (Neff and York, 2008). This article will discuss the current promotional strategies of Colgate-Palmolive. This article will also discuss integrated marketing communications (IMC) and provide recommendations for strategies used. short-term, designed to stimulate more rapid or greater purchase of particular products or services by consumers or the trade. Colgate-Palmolive offers several promotions to increase sales. Consumers can find coupons and special deals on the company's website. Consumers can also find sweepstakes and special promotions on the company's website (Colgate, 2011). The company uses point-of-sale displays to attract these impulsive buyers. The company also provides free samples to dentists and other institutions.IMCThere are several forms of communication that companies use to sell and market their products. The company relied heavily on broadcast advertisements. Advertisements have been their main source of publicity and most of the advertising budget is used. The company also uses print advertisements in magazines and newspapers. In-store and point-of-sale displays are an advertising tool that the company has also used. 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 that the company is involved in and the many ways the company gives back to the community More and more consumers want to purchase items from a company that is friendly to the environment and gives back to the community Conclusion. The company not only focuses on innovative products but also looks for innovative ways to advertise. The company has used traditional advertising methods such as television advertisements and magazine advertisements. company also uses coupons to entice customers to purchase their product The company's advertising has been very successful, but could use some improvement to make consumers aware of everything the company does and offers to the community. By spreading awareness about different charities and organizations, the company could gain more recognition..