Question

In: Operations Management

As a marketing consultant, you are frequently asked by clients to develop recommendations for marketing communication...

As a marketing consultant, you are frequently asked by clients to develop recommendations for marketing communication strategies. The traditional elements used include advertising, sales promotion, public relations, and personal selling. Which of these do you feel would be most effective for each of the following clients? Why? (200 Words). please

  • A bookstore
  • An all-inclusive resort hotel
  • A university
  • A company that produces organic snacks
  • A sports equipment company

Solutions

Expert Solution

A bookstore:

  • For a bookstore, the best marketing communication strategy would be to use a combination strategy of both advertising and sales promotions, as a traditional book store needs to increase the number of visitors to its store they can use the method of targeted advertising to suppose college students who need to purchase books for their academic requirements, for this the bookstore can advertise using social media websites and apps or it can use the print advertising methods to target the audience it wants to cater towards.
  • Advertising plays a very crucial role in identifying the right audience and to measure advertising strategies against the sales revenue to measure advertising performance.
  • Also, sales promotion is recommended for the bookstore in order to increase the number of visitors initially who will be attracted to the book store by the sales promotions which can be in the form of discount coupons, remember the best marketing strategy is low cost.

An all-inclusive resort hotel:

  • The best all-inclusive hotels and resorts should use the marketing tools of advertising as they need to advertise their services to a suitable audience, they can expand their reach by launching suitable advertising campaigns which will ultimately expand their reach to the market.

A university

  • A university should use PR or public relations in order to establish a positive image of the university, the university needs to establish a positive reputation in the world and hence the best way should be PR.

A company that produces organic snacks:

  • Here also both a mix of advertising and sales promotion are required, advertising to increase brand awareness reach and sales promotions in order to increase the revenue of the company by increasing sales.

A sports equipment company

  • A Sports Equipment company should use advertising in order to expand its reach among the targeted audience as to influcen future sales , here the motive is not to only increase revenue but to esatblush a brand name and a brand recall for the firm and hence the best way should be advertising.

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