Starbucks promotes its products mainly through advertising. This component of the marketing mix refers to the communication strategies used to disseminate information about the firm and its products. Starbucks’ promotional mix is as follows: Advertising, Public - relations, Sales promotions
The company advertises its products through television, print media and the Internet. The company infrequently uses public relations, which has not always been successful for the business. For example, Starbucks’ Race Together public relations campaign was widely criticized. In addition, the firm uses sales promotions, such as the Starbucks Card that customers can use to get freebies. This part of Starbucks’ marketing mix shows the core significance of advertising, and the supporting roles of public relations and sales promotions for the company.