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- QUESTION
- Choose a company you are familiar with.
- Provide examples of how this company is utilizing the following promotion tools to communicate with its customers. (5 marks each, Total 25 marks)
- Identify at least one advantage of using each of the promotion tools (5 marks each, Total 25 marks)
Promotion tool
Example
Advantage
1.Advertising
2.Sales promotion
3.Public relations
4.Personal selling
5.Direct and digital marketing
- For the following examples of promotion, determine and explain the appeal of each. (5 marks each - Total 30 marks)
Promotions
Appeal
Description
- List two advantages and two challenges of brands’ communication through Social Media. (5 marks each, Total 20 marks)
Advantages
Challenges
1.
1.
2.
2.
| Subject | Business | Pages | 4 | Style | APA |
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Answer
- Choose a company you are familiar with.
- Provide examples of how this company is utilizing the following promotion tools to communicate with its customers. (5 marks each, Total 25 marks)
- Identify at least one advantage of using each of the promotion tools (5 marks each, Total 25 marks)
Selected company: NETFLIX
|
Promotion tool |
Example |
Advantage |
|
1.Advertising |
Social media messages |
It is a cost-effective way of advertising and reaches many people. |
|
2.Sales promotion |
One month free test period before billing starts in the second month. |
Enables subscribers to understand the services offered, which increases the rate of conversation of those testing the platform to become subscribers. |
|
3.Public relations |
Communicates with various stakeholders through the tech blog and social blog as well as press releases. |
Improves the perception of Netflix by the public as a company that values all stakeholders. |
|
4.Personal selling |
Netflix's personal selling can be seen from the extensive relationship selling it uses due to a strong connection with their customers. |
Leads to increased customer satisfaction as the company understands the needs of the clients. |
|
5.Direct and digital marketing |
Little direct selling occurs at Netflix. However, all selling is through the digital platform as the leading service is offered online. |
Increases the reach of the company’s advertisements as well as products. |
- For the following examples of promotion, determine and explain the appeal of each.
|
Promotions |
Appeal |
Description |
|
Emotional appeal |
It shows the product being suitable to individuals of various social and psychological needs to which it leads to happiness. Thus, consumers will buy it to also feel the joy depicted |
|
|
Rational appeal |
The advert shows how the product is safe for consumers. As such, it appeal on the consumers to make a sensible and rational decision of purchasing a healthy food product. |
|
|
Moral appeal |
The advert shows a struggling child. As such, it is aimed at making viewers sympathize with the child and offer help which will indeed be a right and proper thing to do. |
|
|
Rational appeal |
The advert makes it rational or sensible to use the product since it is twice better than the competition meaning it will be non-sensual to go for the competition. |
|
|
Moral appeal |
The advert insinuates that climate change is harmful. Thus, people ought to do the right and proper thing of protecting it. |
|
|
Rational appeal |
It shows the high number of individuals who do not floss adequately thus making it sensible to use the product and avoid microbes.
|
- List two advantages and two challenges of brands’ communication through Social Media. (5 marks each, Total 20 marks)
|
Advantages |
Challenges |
|
1. Communication through social media is cost-effective since brands spend less as compared to communication through conventional communication techniques such as telephones. |
1. Return on advertising expenses and investment for social media communication is low as compared to other communication techniques. Moreover, even if there are returns, it is challenging to measure the specific returns from a social media communication. |
|
2. Brand communication through social media allows brands to reach out to more people. For instance, posting an advert on Facebook can be seen from any place around the world. |
2. Deciding the specific social media platform use may be challenging. Ideally, the targeted audience may be on different platforms with active hours on each social media varying. Therefore, it becomes difficult to know how to target them. |
References
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Appendix
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