In at least 700 words NOT INCLUDING TITLE OR REFERENCE PAGES, discussyour topic by addressing the following items:Explain the concept of themarketing management topic selected for your paper (Your textbook is agood source for this section).Examine at least 1 practical application/examplefor your topic. This must involve the mention of a specific industry ororganization, explained in sufficient detail.Formulate a question forclassmates about your topic that your classmates will respond to.Have a separate heading for eachof these 3 sections. Use the headings as highlighted above in bold.Use two scholarly sources inaddition to the course textbook.Use current APA 7th edition formatQ1. Explain the elements of your promotional mix. (Ch. 13)The promotional mix includes advertising, but it also includes much more. It includes personal selling, sales promotion, and public relations. Explain these by listing the element, followed by your use of it. Question 5 requires elaboration on the “non-advertising” elements of the promotional mix, so there is no need to explain them here in great detail.There is always some form of personal selling effort. Repeat, there is always some form of personal selling effort, regardless of your product, service, or selling platform. Sales promotion is a catch-all for any form of promotion that does not qualify as advertising, which, by definition, involves mass media, or personal selling. It includes coupons, rebates, free samples, flyers, etc. Public relations is, by definition, something that is not paid for in the way advertising is paid for. It would include speaking at a local business luncheon, or sponsoring an event for school students at your facility. Its objectives are to build name recognition and public image.Q2. Explain whether you use a push or pull promotional strategy, or a combination of both. (Ch.13)In most cases, you will use a pull strategy, particularly when there is a retailer or selling agent involved in selling the product. In this situation, advertising your product to the end consumer does not mean “pushing” the product onto this person. Instead, you are encouraging them to visit the retailer or contact the agent in order to make a purchase. Thus, they are “pulling” the product down through the channel of distribution. The push strategy is used only when you advertise the product to retailers in order to convince them to stock it, or when you advertise directly to the consumer in instances where there is no middleman in between you and the consumer.Q3. Discuss your use of digital, mobile, or social media marketing. (Ch.13)This question has proven relatively basic for most students, primarily because most products have a social media presence. It is necessary to mention the exact social media platforms in use—do not just say “social media”. If your product lacks a social media presence, make suggestions and cite sources that attest to the popularity and applicability of the social media platforms you suggest be used.Q4. Discuss the elements of your advertising message. (Ch. 14)This would consist of the wording, characters, music, background, theme, humor, parody, situation, etc. Even if humor is not a component of your advertising message, thinking of the humorous commercials you have seen will provide hints as to what these elements can include.Q5. Explain your use of sales promotion, public relations, live events, publicity, or personal selling.(Ch. 14)See Question 1 here for information on these topics, and read Chapter 14. Publicity is distinguished from public relations, although the two are very similar. In fact, a primary objective of public relations is to generate positive publicity. Since much of the publicity we see is bad publicity, it is something over which the organization lacks direct control. We can try to generate positive buzz, but there is no guarantee of success. In fact, our efforts may backfire. Any attempt to generate a positive image without directly paying for it would be considered publicity. This would include generating press releases about your latest product, or inviting the public to see the green initiatives you have recently put into place.
