Social media has been shown to play an important role in business to consumer markets, and now is being used for assisting personal selling effort in business to business markets. Explain how marketers are using social media in this regard.
Answer to relevant QuestionsDiscuss how integrated marketing communications differs from traditional advertising and promotion. What are some of the reasons marketers are taking an IMC perspective to their advertising and promotional programs?IMC Perspective 2–1 discusses the importance of the Hispanic market. What makes this subculture different, and what must marketers do to successfully target them?Evaluate the “Punch Dub” campaign that the Deutsch LA agency developed when it took over the Volkswagen of America account. Discuss the pros and cons of the campaign and assess the way it was implemented by the agency.The cost of a personal sales call is very high relative to one exposure in other media, and continues to rise. Explain how effective utilization of the Internet can help bring these costs down.Explain what is meant by “the new role of personal selling.” How does this new role differ from what personal selling has involved in the past?
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