Chapter Eleven

Question 1

Explain the meaning of Marketing communication policy ?

Answer 1

• Aim is to increase the sales of a product/services

- Explains features and benefits of using the product.

Question 2

Outline/discuss the components of the marketing communication policy ?

• What is sales promotion?
• Explain the purpose of sales promotion?
• Examples of sales promotion ?

Answer 2

• What is sales promotion?
• Explain the purpose of sales promotion?
• Examples of sales promotion ?

Question 3

What is advertising?

What is the purpose of advertising?weeeeeeeee CA

Question 4

What are the Advertising Mediums ?

Answer 4

Printed media

• Newspapers
• Magazines

Broadcast media 
-Radio 
-Television’ 
-Cinema
Direct mail
_Web-based media

Question 5

ELABORATE on the meaning of publicity? :

Answer 5

• Publicity is unpaid communication in the mass media about a business enterprise, it’s employees, + it’s goods and services.
• Business has no control on what is said about them
• it can take form of a news story in a newspaper/press release/media statement
• Publicity can be positive and negative if it is not paid by the business

Question 6

Examples of publicity :

Question 7

Explain the role of the public relations in publicity? :

Answer 7

• Public relations aims to represent a positive image of the business and its products
• PR department makes good relationships with representatives of media and press.
• PR department supports marketing efforts to establish and build brand identity.

Question 8

Explain the meaning of personal selling?

Answer 8

• Involves face to face communication, between sales person and customers to promote the product
• The message can be individualized to suit the needs of the consumer.

Question 9

Justify the effectiveness of personal selling in promoting a business product? :

Answer 9

• The sales person can adjust his/hers message to be more attractive to the person listening
• Most effective way to build relationships between sales person and customer
• Good way of maintaining good relationships and ensuring on-going business and sales.

Question 10

Justify the effectiveness of personal selling in promoting a business product? :