Question

The responsibilities of product marketing manager include communicating a product’s value to the market. Product marketing managers create marketing materials for communicating product features, in addition to developing marketing tools and campaigns for attracting and keeping new and existing customers. A marketing manager is involved in long-term sale of a product through effective advertising.

With this in mind, pick any product of your choice and write a reflection on effective advertisement for the product. Also, provide answers to the following questions:

1.      In the short-term, how does a marketing manager encourage growth through sales promotions of the product?

2.      What are the similarities and differences between advertising and sales promotions for the product?

3.      What benefits and challenges are associated with each?

The Portfolio Assignment entry should be a minimum of 500 words and up to 750 words. Use APA citations and references if you use ideas from the readings or other sources.

This assignment is graded by the instructor.

Answer 1

he product selected is smart TV.

1.)

Sales promotion is used for generating sales for short term. A marketing manager uses sales promotion in ways shown below. Discount: A 20% discount will we offered if drink is bought within specific period of time.

An extra 5% discount will be given on online portals

Gift: Customer will get subscription of Netflix for 1 year if TV is bought. Also, on buying the TV an assured gift of food processor will be given.

Exchange offer: Customer can exchange his old TV and get some amount deducted on the new one. The amount deducted will be based on condition and model of old TV.

EMI: The company will offer option of paying amount through monthly installments at 0%

interest.

Sales promotion uses schemes, coupons and other promotional tools to attract customer to make

purchase.

2.)

Difference between sales promotion and advertising for product is that, sales promotion is used as secondary method of sales generation while advertising is the primary marketing tool.

While sales promotion is used for pushing sales over short period, advertising is used for building brand image that gives product a long-term value. Sales promotion is less expensive while advertising is highly expensive.

While sales promotion effects the last phase of purchase decision, advertising affects the whole process. Sales promotion rarely generates brand loyalty, while advertising is used to create brand loyalty. A person may buy TV if he is getting 20% discount in promotion sale, but he will be loyal to brand and make repeat purchase or will make purchase of other products of same brand if he perceives brand as unique and valuable which can be achieved through advertising Similarity between two is that they both aims to drive profits for company through increased sales. Both fall under marketing tools used for implementing marketing strate for

3.)

For power and attention, it's tough to top the many advantages of television advertising. No other advertising medium combines sight and sound and has such a grand impact. But television advertising has disadvantages, too, including a glaring disadvantage: Cost. TV ads are expensive to produce and expensive to run. Weighing the strengths and weaknesses of TV advertising will help you decide if it's right for you

Benefits of sales promotion is that it is useful for generating sales over short term, is less expensive and can be used as a marketing tool quite easily. Challenges include its ineffectiveness to generate brand loyalty, its limited role in long term marketing strategy and less reliability than other marketing tools such as advertising Benefits of advertising is that it generates brand loyalty and enhances brand image. It acts as value addition to product. It is primary marketing tool for achieving long term goals, it is more reliable and attracts more customers. While its challenges include, being highly expensive