Sonic needs a strategy for managing personal communications during its new product launch. This is the time to look at interactive marketing, word of mouth, and personal selling. Answer these three questions as you consider Sonic’s personal communications strategy.
• Which forms of interactive marketing are appropriate for Sonic, given its objectives, mass communications arrangements, and channel decisions?
• How should Sonic use word of mouth to generate brand awareness and encourage potential buyers to visit retailers to see the new smart phone in person?
• Does Sonic need a direct sales force or can it sell through agents and other outside representatives?
Look back at earlier decisions and ideas before you document your comments about personal communications in your written marketing plan or using Marketing Plan Pro software.