Deck 15: Advertising, Sales Promotion, and Public Relations

Question 1

To develop the promotion strategy for your marketing plan, follow the steps suggested in the planning phase of the promotion decision process described in Figure 14-5.
You should ( a ) identify the target audience, ( b ) specify the promotion objectives, ( c ) set the promotion budget, ( d ) select the right promotion tools, ( e ) design the promotion, and ( f ) schedule the promotion.
FIGURE 14-5 The promotion decision process includes planning, implementation, and evaluation.

Answer 1

Identifying the target audience on the basis of demographic as well as psychographic information of the customers. This includes in-depth description like age, location, gender, marital status, internal as well as external interest and behaviors of the customers.
Specify the promotional objectives:
• To aware customers about the products and services.
• To upsurge the demand.
• To make a product and services different from those of competitors.
Set the promotional budget:
A particular amount of funds that is set aside to encourage the products and services of the organization. Promotional budgets are formed to foresee the necessary cost that is connected with budding a business or sustaining a brand name.
The right promotional tools are Publicity , Advertising , Sales campaign , Personal selling
Designing the promotion by focusing on the customers and making them feel a valuable one. Providing customers with the valuable goods and services and offering them discounts on regular basis.
Schedule the promotion:
Implementing and promoting an efficient and effective promotional schedule and plan the advertising accordingly with the help of market investigation and research, different medias and implementing the plans of advertising for the success of the business.

Question 2

What promotional opportunities gave Under Armour its initial success

Answer 2

Integrated marketing communication (IMC) aims to design marketing communications programs in such a way as to coordinate various promotional activities that include direct marketing, endorsements, advertising, sales promotion, public relations, etc. The aim of an IMC program is to provide a consistent message across a diverse set of audiences.
Company U was created to address the issue faced by sportspersons. It was founded by Person K who didn't like to change the sweat-soaked t-shirts that he wore under his jersey during practice matches. Therefore, a product that was able to absorb moisture similar to a cotton t-shirt was developed. Early sale of the product was based primarily on word-of-mouth advertising which gradually led the company to showcase its product in a movie. This led the company to incredible heights which later started developing gloves, footwear, shirts, pants, accessories, etc.
The company was able to rise to great heights once it decided to use integrated marketing communications which led to the creation of a team that could work together on improving the quality of sportspersons. The company was able to use athlete endorsements, product placements, and sponsorship programs to enhance its IMC strategy. Its website also remains an important part of its IMC program. All these promotional opportunities were able to give the company an edge during the initial phases.

Question 3

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 3

A matrix that tells about the five elements of the promotional mix on the basis of three criteria's of whom, what and when is described as under:

Question 4

To develop the promotion strategy for your marketing plan, follow the steps suggested in the planning phase of the promotion decision process described in Figure 14-5.
Also specify the pretesting and posttesting procedures needed in the implementation and evaluation phases.
FIGURE 14-5 The promotion decision process includes planning, implementation, and evaluation.

Question 5

Which of the promotional elements described in Figure 15-2 are used by Under Armour in its IMC campaigns
Reference Figure 15.2:

Question 6

Explain how the promotional tools used by an airline would differ if the target audience were ( a ) consumers who travel for pleasure and ( b ) corporate travel departments that select the airlines to be used by company employees.

Question 7

To develop the promotion strategy for your marketing plan, follow the steps suggested in the planning phase of the promotion decision process described in Figure 14-5.
Finally, describe how each of your promotion tools is integrated to provide a consistent message.
FIGURE 14-5 The promotion decision process includes planning, implementation, and evaluation.

Question 8

What are several new strategies Under Armour might pursue as it attempts to continue its extraordinary record of growth

Question 9

Suppose you introduced a new consumer food product and invested heavily both in national advertising (pull strategy) and in training and motivating your field salesforce to sell the product to food stores (push strategy). What kinds of feedback would you receive from both the advertising and your salesforce How could you increase both the quality and quantity of each

Question 10

Fisher-Price Company, long known as a manufacturer of children's toys, has introduced a line of clothing for children. Outline a promotional plan to get this product introduced in the marketplace.

Question 11

Many insurance companies sell health insurance plans to companies. In these companies, the employees pick the plan, but the set of offered plans is determined by the company. Recently, Blue Cross-Blue Shield, a health insurance company, ran a television ad stating, "If your employer doesn't offer you Blue Cross-Blue Shield coverage, ask why." Explain the promotional strategy behind the advertisement.

Question 12

Identify the sales promotion tools that might be useful for ( a ) Tastee Yogurt, a new brand introduction, ( b ) 3M self-sticking Post-It Notes, and ( c ) Wrigley's Spearmint Gum.

Question 13

Design an integrated marketing communications program-using each of the five promotional elements-for Rhapsody, the online music service.

Question 14

BMW recently introduced its first sport activity vehicle, the X6, to compete with other popular crossover vehicles such as the Mercedes-Benz R-class and Buick's Enclave. Design a direct marketing program to generate (a) leads, (b) traffic in dealerships, and (c) direct orders.

Question 15

Develop a privacy policy for database managers that provides a balance of consumer and seller perspectives. How would you encourage voluntary compliance with your policy What methods of enforcement would you recommend

Question 16

After listening to a recent sales presentation, Mary Smith signed up for membership at the local health club. On arriving at the facility, she learned there was an additional fee for racquetball court rentals. "I don't remember that in the sales talk; I thought they said all facilities were included with the membership fee," complained Mary. Describe the problem in terms of the communication process.