Based on article below, Discuss the promotion mix for IKEA in Russia and its effectiveness. How would you improve it?

(word limit: 300)

Marketing communications became an important tool in creating the right image of IKEA in Russia. The ways to communicate the image were many: the outdoor product ads (price), image ads in the glossy magazine, TV (though IKEA has used this very restrictively due to high cost), and articles in the newspapers (press coverage has become very broad and quite positive towards the IKEA culture and philosophy). Another very important communication means in Russia is the buzz network or word-of- mouth communication that works very effectively. In addition, IKEA had an open and friendly approach towards Russian journalists. This was in sharp contrast to most other large organizations. IKEA was completely open to the journalists and introduced them to the IKEA way and values by organizing press trips to Almhult in Sweden to learn how the range is created. The result was that the press coverage of IKEA in Russia became much more positive.