Marketing
Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Chapter 17, Problem 4AMK
Summary Introduction

To discuss: The feedback that Person X will get from the Salesforce and advertising and how can you raise both the quantity and quality of each.

Introduction:

An advertisement is an announcement that is made in public to promote a product or service through television ads, radio ads, and advertising campaigns.

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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 feed- back would you receive from both the advertising and your salesforce? How could you increase both the quality and quantity of each?
Find a print advertisement from a magazine (or, alternatively, you can also find an advertisement online) and analyze the advertisement you have chosen by focusing on the following questions: Describe the visual appeal and images in the advertisement (colors, images, etc…) What kind of slogan is being used? Do you think this advertisement cuts through the clutter sufficiently – does it capture the attention of the target consumer?
Choose a consumer product with which you are familiar. Determine whether this product is new to the marketplace or an established product, and then decide upon a set of sales promotion objectives for this product. Finally, explain the sales promotion plan you create using three of the specific tools?
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