1. Identify and describe the categories of a Promotional mix (Marketing communications mix). 2. Define Integrated Marketing Communications. Many companies are adopting the integrated marketing communication concept. . Discuss two major problems this marketing communications philosophy is designed to remedy. 3. Why might the Northwestern Mutual Life Insurance Company choose a rational appeal for its life insurance products targeted to 28– to 38-year-old males? Why might it choose a humor appeal? 4. Explain how a brand manager for Colgate toothpaste might use each of the common methods for setting total advertising budgets.