Marketing Communications

Question 1

What is the role of the Promotional Mix?

Answer 1

Combination of promotional tools used to reach the target market and fulfill the organization’s goals.

Question 2

What are the promotional tools? Describe each one.

Answer 2

1. Advertising: Impersonal. Reach mass communication. Cost per contact is low.
2. Public Relations: Evaluates public attitudes to earn public.
3. Sales Promotion: Activities that stimulate consumer buying.
4. Personal Selling: Personal. Cost per contact is high.
5. Social Media: paid, earned and owned.

Question 3

What does the AIDA Model stand for?

Answer 3

Outlines process for achieving promotional goals in terms of consumer involvement with the message.

1. Attention - Advertising, Public Relations, sales promotion, personal selling, Social Media.
2. Interest - Advertising, Public Relations, sales promotion, Personal Selling, Social Media.
3. Desire - advertising, public relations, Sales Promotion, Personal selling, social media.
4. Action - Sales Promotion, Personal Selling, social media.

Question 4

What are the key factors for choosing the Promotional Mix?

Answer 4

1. Nature of product
2. Stage in PLC
3. Target Market
4. Type of Buying Decision
5. Available Funds
6. Push or Pull Strategy