“If you want to increase sales volumes, stimulate!” - the motto of modern marketers. Promotions, presentations, competitions, lotteries and an endless variety of discounts are replacing image and product advertising. So what is more effective - stimulating, product or image advertising? And how can we make sure that both the sales volume increases and the image in the buyer’s mind is consolidated? The author answers these questions using a large number of examples. The book examines the complex of marketing communications in its modern interpretation and describes 39 classes of stimulation methods. The author shows the interaction between image, product, price advertising, corporate identity advertising (brand advertising), public relations events and incentive campaigns. The book is of practical interest for directors of manufacturing and trading enterprises, heads of sales departments, marketing, advertising and PR.