Problem 1: The promotion mix is a blend of communication tools that a company uses to persuasively communicate value to customers and to build customer relations. Companies use advertising (traditional and digital), sales promotion, personal selling, and public relations as tools for communicating customer value. Please define each of these four elements of the promotion mix.
Problem 2: Consumers are changing, marketing strategies are changing, and digital technology has changed communication. (p. 377) Please discuss how these changes require companies to have an integrated marketing communications approach and employ an omnichannel strategy to have the most effective promotion mix and communication.
Problem 3: Please comment on ways a company can engage with customers and build long-term relationships rather than just reach them.
Problem 4: Also comment on the active role consumers take in the promotion mix as they want to express their thoughts and feelings rather than just be passively impressed (or not) with the promotion mix.
Problem 5: Please select a product or service. You cannot use Apple, Starbucks, Nike, or any company discussed previously. You must apply the concepts to an actual. specific company, brand, or product, not a hypothetical one. What is their clear, consistent, and compelling message? Does it align with their positioning statement? Using Table 12.1 on page 386, what are their advertising objectives?
Problem 6: How do they use each of the four elements of the promotion mix? Give examples.