Question

Promotion Toolbox

Objectives

• Show how advertising can be used as part of a promotion
• Show how personal selling, sales promotions, and direct marketing can be used as part of a promotion
• Show how PR can be used as part of a promotion
• Explain the use of viral and guerilla marketing

Discussion Overview

This discussion forum explores the variety of tools available to a marketer and speculates on why the company chose the ones that it did.

Deliverables

Your participation in the discussion forum, including the following:

• A response to the initial question(s)
• Responses to at least two other students' posts

Step 1

Find examples of each tool.

Find examples of each tool in the marketer's promotion toolbox in the current press, on the Internet, on TV, or another media source. The marketer's toolbox includes advertising, PR, personal selling, sales promotions, direct marketing, and viral marketing. Research and identify one example for each tool.

• To prepare for writing your first post, speculate on why the company chose that tool for their message and what they hoped to accomplish.

Step 2

Write your first post.

• Be sure to clearly state each tool and provide a link or example so that your classmates know what it is that you are referring to. While most examples will be on-line, it is perfectly acceptable to include references to TV ads, newspaper articles, etc.
• For each tool you must include your thoughts on why the company chose that particular tool. What did it hope to accomplish? Do you believe that they are successful? Why or why not?
• You may scan and attach anything you find that you believe would contribute to your classmates' understanding of your examples.

Answer 1

promotion toolbox

there are different tools and four main are-

• advertising
• sales promotion
• public relation
• personal selling

objective

the objective of promotion tools is to make an image of a product in the mind of a customer in such a way that if he or she needs of a particular product his mind strike a particular brand product, for example, if a person has body aches he bought move, not even think about any other cream. so this the ultimate promotion. some below objectives are-

• build awareness
• create interest
• provide information
• stimulate demand
• reinforce brand

how advertising can be used as a source of promotion

advertising is a paid form of nonpersonal presentation of ideas goods and services through mass media, such as newspapers, magazines, television, radio, e channel. it is the best way of providing information at the lowest possible cost. advertising is a form of communication.

show how personal selling, sales promotion, and direct marketing can be used as a part of a promotion

personal selling- require a door to door service, it is a time consuming and costly way but in a few products it is beneficial, product maybe those who need an activity to perform like a vacuum cleaner.

sales promotion- short term incentive to encourage the purchase or sales of the product, it includes a tool for business promotion like add of tuition, or coaching.

direct marketing- it generates direct interaction between company presentation, product quality and with the target customer. cell phone, text , database marketing, catalog, etc use a direct marketing tool.

show how PR can be used as a part of a promotion

• personal relation is a planned, highly credible and goodwill maintenance also a mutual understanding between the organization and the public. events sponsorship hep to achieve this. it acts as a promotion by listening from person to person about the quality of the product. this is very strong tools as it promotes or de-promote product by personal experience. if a person satisfying by using the product or service it helps in promoting otherwise it de-promote the product.
• personal interaction allows for feedback and adjustment. it is relationship-oriented.
• The buyer is more attentive.

use of viral and guerilla marketing

guerilla marketing is a form of creative marketing,m innovative way to reach a target customer, they are so manipulative that customers even not realize the product is marketing by the company. publicity stunt can be an example or way of implementing guerilla marketing. always an element of surprise

viral marketing- when product is everywhere and spread through all channels to n number of people than it is viral marketing, mass media campaign and social media is a source of spreading.

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