Communicaton processes
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Gwinnett Technical College *
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101
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Communications
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Apr 3, 2024
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docx
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Uploaded by GrandMorning1463
Discussion Board Activity 13-1: The traditional and customer-initiated communication processes in promotion
Learning Objective
This activity helps achieve the following learning objective from Essentials of Marketing
:
LO13.4: Know how the traditional communication process affects promotion planning.
Assignment
Listed below are several descriptions of different promotion situations. In each case: a)
Identify the problem element of the communication process. There is a problem with the promotion effort. For some reason, communication has not been effective. You may see different elements of the promotion process that may be related to the problem.
b)
Offer an explanation - briefly explain why you think that element is a problem, and how the communication process might need to be changed to correct the problem. (Note: your recommendation may include changing one or more elements of the traditional communication process other than the one that you noted as the major problem.)
Case scenarios:
1.
A vitamin company has been doing advertising for its line of weight-loss diet supplements. The supplements are targeted to overweight, middle-aged men and women. The company's ads appear on TV exercise programs that are viewed by the same target market. In the ad, a trim professional model explains the product and how safely and effectively it works. But the ads do not seem to be effective. Apparently, the overweight viewers don't believe that a trim model really knows about the difficulties of losing weight.
Problem _____There’s a lack of credibility in the Weight Loss Supplement Advertisements____
Why ___The target audience, overweight middle-aged men and women, find it hard to believe that the fit people displayed in the ads know how difficult it is to lose weight. As a result, they are not swayed by the add, so there is a lack of credibility on the vitamin companies end. _____
Recommendation ___To fix this issue, the company should include relatable people in the ads. They can include people who lost weight using supplements or credible experts in the field of nutrition. These individuals can share stories of their weightless journey, which would be relatable and inspiring to the target audience.
2.
An insurance company has a list of customers whose policies are about to expire. The company has hired sales reps to telephone these customers and ask them if they would like to renew their policies. Research shows that most customers appreciate this service—since it means that there will not be a lapse in their policy. The company has screened and hired sales reps carefully. Each salesperson has been trained to be knowledgeable about the prices for different policies. The company leaves it to each sales rep to decide what to say—so that the presentation will be as natural as possible. But, the inexperienced salespeople have trouble getting the conversation started and often the customer hangs up before the point of the call is clear.
Problem __The issue is Ineffective communication and engagement with customers during policy renewal calls. Why ____The problem in this scenario is a lack of structured communication. Since the conversations are left entirely to the sales reps, they have no script to fall back on when they start to struggle, resulting in unclear and unengaging conversations. When the inexperienced reps are on these calls it is very difficult for them to succeed. _______
Recommendation ___The company should create a basic script with some standard selling points and provide their reps with that form. These guidelines should include a clear introduction, a concise explanation for the call, and the benefits of policy renewel. The company
could also begin training exercises for the reps, so they have more practice taking these calls. Overall, training and a structured communication approach ensure that each conversation remains focused, engaging, and informative. ______
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