The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals. True False
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The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.
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- Which of the four elements of the promotional mix are most appropriate for accomplishing your objectives? Discuss the advantages and disadvantages of each.Explain the differences and similarities of personal selling and sales promotion as elements of the promotional mix.In what ways can sales promotion be integrated with other marketing communication tools, such as advertising and public relations, to create a cohesive promotional mix?
- How can a firm design a sales promotion that not only drives short-term sales but also builds long-term customer loyalty?Promotional mix Most promotional strategies have several elements to what is called the “promotional mix,” which may include various forms of advertising, public relations, sales promotion, product placement, packaging, and personal selling Choose a product and discuss the promotional strategy for this product What do you think are its objectives? Which of the elements identified above are included? (Cite some examples from internet sources – print media and sponsor’s websites, YouTube, or articles in the trade or business press) In your judgment, is the strategy effective or not based on the objectives that you identified? ExplainImagine that you are working in the marketing department of a big hotel chain in Canada. How would you use the promotional mix tools to target at leisure travelers who travel for pleasure vs. companies that book hotels for their managers on business trips. Examine all five promotional mix tools, including the advantages and disadvantages of each promotional tool, and why each of them is or not a suitable tool for these two target markets.
- Give at least three ways on how you are going to integrate some of the traditional marketing promotional tools. Specifically, sales promotion, personal selling, and public relations.You have been hired as the promotional manager for a new brand of disposable beverage cups. Describe a consumer sales promotional plan for this new brand. Incorporate at least three different promotional tools into your plan.Think of a product that you use regularly. Find several examples of how the manufacturer markets this product, such as ads in different media, sales promotions, and publicity. Assess each example for effectiveness in meeting one or more of the six promotional goals described in the chapter. Then analyze them for effectiveness in reaching you as a target consumer. Consider such factors as the media used, the style of the ad, and ad content?
- Analyze the role of the internet in advertising and sales promotion. Discuss how the internet can be used to execute the various elements of promotional mix.For effective engagement with its customers and the general public, a company needs to undertake promotions from time to time. Using examples, describe FOUR promotional mix elements that a company can employ in reaching and engaging with its customers.