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?

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

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