Chapter 13: Promotion Essentials: Digital and Social Media Marketing

Question 1

Promotion Mix
(D.A.S.P.P)

Answer 1

1. Digital & social media marketing
2. Advertising
3. Sales promotion
4. Public relations (PR)
5. Personal selling

Question 2

Elements of the Marketing Manager’s Role in Promotional Strategy

Answer 2

1. Identify target for promotion
2. Establish goals for promotion
3. Select the promotion mix
4. Develop the message
5. Select media for use in promotion
6. Prepare promotion budget
7. Establish measures of results