Develop a matrix to compare the five elements of the promotional mix on three criteria—to whom you deliver the message, what you say, and when you say it.
Answer to relevant QuestionsExplain how the promotional tools used by an airline would differ if the target audience were (a) Consumers who travel for pleasure (b) Corporate travel departments that select the airlines to be used by company employees.Design an integrated marketing communications program—using each of the five promotional elements—for Rhapsody, the online music service.A large life insurance company has decided to switch from using a strong fear appeal to a humorous approach. What are the strengths and weaknesses of such a change in message strategy?Why was Kimmy Summers more successful using Facebook and Twitter to get volunteers and promote freshman move-in day at her university than she might have been using more conventional print media?Using a continuum with “Order taker” at one end and “Order getter” at the other, where would you place each of the following sales jobs? (a) Burger King counter clerk, (b) Automobile insurance salesperson, (c) IBM ...
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