Question

13-16. As a group, develop your promotional objectives. Whatare the initial objectives of your promotional campaign?Will these change over time?

13-17. What role will each element of the promotional mix playin your promotional plan?

13-18. Develop a one- to two-page recommendation that youcould present to the university’s leadership team.

13-19. Do you think that the promotional mix will change overtime? How might it be different inthree years? Be sure toaddress this in your proposal.

Answer 1

ANS 13-16: Some of the important promotional objectives of our group are as follows:

1. Proper information regarding the product/Service: A promotional effort should crystallize the difference, making it clear to consumers what our company has to offer and why it will enhance their quality of life.

2.Build Product Awareness: A promotional effort must make the consumers in the market aware of their presence or existence.

3.Promotional Strategies: The marketing sector must work hard as it can take the business to a very high peak.

4. Product Demand: The promotional activities must attempt to make high demand of the product not only for a particular period but smoothly through out the year.

5. Product Differentiation: Communication through a promotional effort how the product/service is better, faster, different , more efficient or even less expensive can be the hook that draws customers and keeps them coming back.

Initial objectives of my campaign will be proper planning, the budget and the marketing sector.

As per the competitions in the market level with other groups, these objectives may face little change in the future as per the price level and demand of the product by the consumers. So, there must be changes in between.

ANS 13-17: Following are the key components of the Promotional Mix:

1. Personal Selling: It involves direct in-person connection with a customer. Example: A salesman. A salesperson must communicate in a very friendly manner with the customer.

2. Advertising: This step of promotional mix is exactly opposite to personal selling as it doesn't involve any direct face to face customer contact at all. The companies make huge expenditures to promote their product through media.

3. Direct Marketing: Direct marketing usually makes more sales because of its specific focus and at a less cost of the company. Examples- Direct mail advertising campaigns.

4. Public Relations: The public relations can raise the appeal and good image of the group for future purchasing decisions in a cost effective way. Some examples: A company that encourages to donate for disaster relief or for cancer research.

5. Role of Internet: As we are aware of the role of internet in the business sector these days and is now a very big promotional marketing channel, which the companies are really aware of this fact.