Promotional Communication

Instructions: Please review and complete part 1 and part 2 below.   *Part 1: Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective? *Part 2: You’ve been asked to create a new social media networking site. What would you name the site and what would you suggest to make it better than existing sites? **Note: Class, please review my expectations for the assignment. I expect your response to include 2 or more references from the APUS Library system or GOOGLE SCHOLAR (failure to include such references will detract from your grade on the assignment) and be presented in APA Format. Deliverable length is 2 body pages excluding title and reference pages.   Topics reviewed this week in class: Promotional Communications This lesson is about the central role of communication in marketing, particularly in a company’s promotional efforts. Everything we have covered up until now has been about understanding the structures and dynamics of markets and the marketing function. Today we look at how it all comes together through the company’s marketing communications. Communication is the bridge that links the company to the market place and it is the means by which it creates and interacts with its target market. The Internet and social media now give companies and customers instant access to information and communication with vast numbers of people, and is therefore a central part of marketing communications. Companies should always ensure that their marketing communications are integrated and send consistent messages to their target markets. This lesson looks at how this can be achieved through the Unique Selling Proposition (USP), which also positions the product as different or better than competitors in the mind of the customer. We then look at the variety of promotional mediums companies use to reach their customers, and how companies strategically choose their promotional mix based on whether they are in B2C or B2B markets, their objectives and their budget. Lastly, we will look at how public relations (PR), sales and trade promotions are used to promote and differentiate products, brands and companies, and increase sales. Topics to be covered include: Integrated marketing communications and new media The communication (promotion) mix Communication strategies Public relations Sales promotions and trade promotions

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