Think about a product you have considered buying lately or one you recently bought. What elements...

Think about a product you have considered buying lately or one you recently bought. What elements of the promotional mix were used for this product? Where they integrated? How or how not?

Solutions

Expert Solution

The promotional mix consists of the personal selling, public relations, sales promotion, advertising and direct marketing

I have recently bought a smartphone - Motorola One Power. Here is my discussion of the promotional mix:

Personal Selling - It is one-to-one communication and selling between the brand and the customer. This aspect of the promotional mix was used when I visited the Motorola Store to inspect the smartphone. The sales assistant answered my queries, and tried to convince me to buy the product. As the communication was one-to-one, this is best described as personal selling
Public Relations - Motorola is a well-established brand for smartphones. It has a brand legacy and spends on public relations to maintain a good image in the eyes of the public. Recent issues like consumer privacy and safety of the devices are emphasized by the Motorola PR team in their PR campaigns and policies.
Sales Promotion - Motorola tied up with a finance company to make the device more affordable. It did so by offering me the option to convert the purchase amount into a loan that can be paid off over 12 months, rather than purchasing it upfront. This is a form of sales promotion.
Advertising - Motorola has a brand legacy and seeks to maintain it and promote the brand through spending on advertising. Motorola sponsors several sports teams with millions of dollars to build its brand.
Direct Marketing - Motorola is spending a lot of money on promoting this device on social media through influencers and social media advertising. This is a form of direct marketing.

Advertising and direct marketing were integrated as clicking on the social media ads mostly led to content relating to Motorola's sponsorship of sports teams.

Personal selling and sales promotion were partially integrated as the sales assistant informed me about the loan option to purchase the device, and I was not aware of the option until I spoke to the sales assistant.

Public relations is somewhat integrated with advertising as privacy and physical safety of the devices is a key concern in today's smartphone industry, and the advertising campaigns highlight these aspects.

jeff jeffy answered 1 year ago

Next > < Previous

Related Solutions

a. You are considering buying insurance for your new laptop computer, which you have recently bought...

a. You are considering buying insurance for your new laptop computer, which you have recently bought for $1,200. The insurance premium for three years is $70. Over the three-year period there is an 10% chance that your laptop computer will require work worth $416, a 2% chance that it will require work worth $840, and a 2% chance that it will completely break down with a scrap value of $170. Should you buy the insurance? (Assume risk neutrality.) b. Consider...

Think about a product you purchased recently that broke or did not live up to your...

Think about a product you purchased recently that broke or did not live up to your expectations. Write a positive letter to the company about the product, the situation, and your desired outcome. Be clear, specific and in depth.

Think about the products that you have purchased recently. Were they a want or a need?...

Think about the products that you have purchased recently. Were they a want or a need? Could you have purchased a "lessor" product? (Example: A Coach purse or a TJ-Maxx purse). Why do people "feel" like they need to purchase name brand or extravagant products. (Ex. Mercedes, Starbucks, Gucci, etc.) Comment on income levels and the substitution effect? Does the amount of disposable income really matter? (In other words, once your necessities (food, water, shelter, clothes, insurance, cell phone, etc....

Think of something big you bought, such as a car, house, or vacation. Think about the...

Think of something big you bought, such as a car, house, or vacation. Think about the process in terms of the Dewey model. What steps took the most and least time? Now compare that process to a small purchase, such as a candy bar or soda. How did the processes differ in terms of the Dewey model? Now think of an occasion where you selected a restaurant for you and a friend or colleague. Think of the process you followed....

Think about the elements of successful social movements that you have now seen employed by many...

Think about the elements of successful social movements that you have now seen employed by many historical interest groups; and consider, too, the common ways that all these movement "moments" are framed and mythologized by various media. Discuss a connection you see between the reality -- or the portrayal -- of the civil rights movement, the g*y rights movement, and one of the global human rights initiatives. Then discuss this reality or portrayal in terms of a current movement (like...

Explain the steps and types of consuming buying behavior. What do you think about the purchase...

Explain the steps and types of consuming buying behavior. What do you think about the purchase pattern while a consumer buys a mobile phone? Is it different than buying motorbike? Elaborate.

You recently bought a new computer, How does the product type influence what marketing communication mix...

You recently bought a new computer, How does the product type influence what marketing communication mix the company will use?

Think about your marginal product of labor. If you worked or have worked at a job,...

Think about your marginal product of labor. If you worked or have worked at a job, what were the factors that made you more productive? List 4. Did your co-workers make you more or less productive? list two reasons. If you have not worked, use being a student as your example.

New Product Development Think of a new product you recently purchased or used, or an ad...

New Product Development Think of a new product you recently purchased or used, or an ad for a new product. Share with the class this new product idea; in addition to describing this new item indicate whether this new product is either additions to existing product lines or improvements or revisions of existing products. Do you believe your new product will be among the few new product ideas that are truly successful? Why or why not?

Think about the elements of marketing environment. What are the changes occuring in the macro and...

Think about the elements of marketing environment. What are the changes occuring in the macro and micro environment of McDonald’s ? What impact do these changes have on McDonald’s? What is the strategy of the Co. To respond to those changes?

Subjects