Download Assignment Due Thursday, November 13 Must be

Chapter 15 – Assignment
Due Thursday, November 13
Must be typed
1.
What is a promotional strategy? Explain the concept of a competitive advantage
in relation to promotional strategy.
A promotional strategy is a plan for the optimal use of the elements of
promotion: advertising, public relations, personal selling, sales promotion, and
social media. Having a competitive advantage is having a unique aspect of an
organization that causes target consumers to patronize that firm rather than
competitors. Having a competitive advantage means being able to promote your
product over your competitors and being one step ahead in what makes your
product different from others, how will it better benefit a consumer, and why they
should ultimately purchase from you.
2.
Why is understanding the target market a crucial aspect of the communication
process?
Understanding the target market is important because you need to know who to
sell to, how to convince your buyers, and how to improve. Throughout the
communication process everything that is done is to create a product, build a
product, and sell you on the idea of buying the product. Communication from
consumers is important because they will give you feedback on whether or not they
like your product and what you need to change. The communication process
includes internal and external communication. You of course have to internally
communicate with your staff about creating a descent product but you externally
communicate with consumers to get them to buy and give constructive feedback.
3.
Discuss the AIDA concept. How do these different stages of consumer
involvement affect the promotional mix?