For BMW a Identify all the promotional techniques used to se

For BMW..

a) Identify all the promotional techniques used to sell your product (eg., direct mail, personal selling, tv ads, print ads, banner ads, PR, etc.), and briefly discuss how each one is utilized, using the chart format below. (45 points)

b.) Evaluate the product/service’s overall promotional mix – is it appropriate for this product/service (reference your findings in question #1 above)? (10 points)

c) Select any two different types of promotional techniques and identify the cost for each of them. Note your sources. For example, Philadelphia Inquirer Sunday ad (5x7 black & white) = $10,000 per week

a) Promotional Techniques Used:

                  Used?              Type?             How/Where?              Purpose(s)?

Personal Selling:Yes                                                                  (Inform, remind, per-                                                                                                                             suade or branding)

Yes

Product Placement:Yes

Sales Promotion:

Direct Marketing:Yes

PR & Publicity:

Guerilla Marketing:

Electronic Media:(Use all appropriate subcategories for each promo technique)

b) Summarize the appropriateness of the promotional mix (reference the ideal promotional mix identified in question #1):

c) Promotional cost (select any two different types of promotional techniques – remember to note the timeframe or size, if applicable, & cite your source)

Solution

A.

Personel Selling - It involves individual, face-to-face communication, in distinction to the impersonal mass communication involved in advertising. Effective personal mercantilism is kind of usually, the most necessary and effective component in retail communication.

Sales promotion - Sales promotions area unit totally different from advertising, in this they are doing not involve the utilization of mass media. several classified ads area unit designed to encourage the immediate sale of products, while others have longer-run goals of keeping customers loyal to the store, aiding salespeople, or attracting customers into the shop. The term promotion is employed to sit down with all communication
efforts created on associate degree impersonal basis, as well as sales promotions, publicity, and advertising.

Direct Marketing - is a shot to approach the shoppers directly. it\'s a private approach to customers. This direct approach could also be through sales letters and circulars. It may be through leaflets, folders and brochures. of these area unit routed through post then area unit referred to as direct mailings. Distributors area unit bypassed in marketing. For demonstrations, sales folks may decision in on the prospects.

communication mean: catalogs, personal letters, electronic catalogs. The interactivity consists in the option the receiver has to order the product from the catalog, and have it delivered at home.

PR & Publicity - Two factors distinguish promotion from advertising – price and control. once a newspaper, magazine, TV or radio options aretailer’s store, personnel, product or events and therefore the distributor will not got to acquire it, the distributor receives promotion. The distributor cannot, however, management the time, direction, or content of the message.

Guerrilla Marketing - Guerrilla selling is Associate in Nursing advertising strategy that focuses on cheap unconventional selling ways that yield most results. This various advertising vogue depends heavily on unconventional selling strategy, high energy and imagination. Guerrilla selling is concerning taking the buyer rapidly, create Associate in Nursing ineradicable impression and make copious amounts of social buzz. Guerrilla selling is claimed to create a a lot of|much more|way more} valuable impression with shoppers compared to more ancient kinds of advertising and selling. this is often as a result of the actual fact that the majority guerrilla selling campaigns aim to strike the buyer at a a lot of personal and unforgettable level.

B. Various factor such as psychographic, demographic and geographic factors determine the promotional mix and its appropriateness to sell the product in the market. The promition mix is considerably connected with the age, sex, income, place of residence and behavior of the shoppers. A vendor might take the assistance of advertising, trade shows, publicity and catelogues for the potential customers World Health Organization take heap of initiative in shopping for a product. Where customers take very little or no initiative, the firm’s a lot of stress on the non-public commerce to influence and per-suade the shoppers.

c.

Radio announcements -- a serious advantage of radio ads is that they area unit typically cheaper than tv ads, and lots of individuals still hear the radio, for instance, once in their cars. Ads area unit typically sold on a package basis that considers the amount of ads, the length of ads and once they area unit placed on the air.

An effective size campaign on a popular station could cost $500 per week in small town like Myrtle Beach, SC to $8,000 per week in a large city like New York. ((Soure: Google))

Television ads -- many of us do not even contemplate tv ads owing to the impression that the ads area unit terribly big-ticket. they\'re costlier than most of major kinds of advertising. However, with the increasing variety of tv networks and stations, businesses would possibly realize smart deals for putting commercials or alternative kinds of advertisements.

Local television stations typically charge from $200 to $1,500 to create a 30-second commercial. National commercials produced by an advertising agency cost far more, averaging $342,000 for a 30-second spot. (Soure: Google)