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Account for why it is important to identify the target market when designing an advertising program.

It is important for a business to identify their target market, that way they will be able to catch the attention of their targeted consumers in order to develop effective awareness. It will assist a business to develop more focused advertising strategies to create their advertising program. Effective use of marketing dollars.

Propose which form of advertising media you would choose for the following products. Justify your choices.ProductAdvertising MediaNike Sports ShoesDirect marketing targeted to interest groups (only directed to sports people)School textbooksDirect marketing this method is efficient because each individual has unique educational needs.Hairdressing SalonBillboards small scale businesses, does not require other big marketing strategies as it is usually local, therefore billboards adequate to thisChildren ToysMass marketing toys have a diverse interest Dell ComputersSocial Media popular hub for tech products and many businesses use it because majority of consumers use social media

Recall why some marketers prefer to use personal selling as a promotional strategy. Personal selling is preferred by marketers because it is more interactive and more effective in conveying the marketing message of the business.

Clarify why personal selling can be much more persuasive than advertising. Consumers now are becoming more cautious. Consumers tend to purchase products and services that are convenient, affordable and are merchantable quality hence, this is why consumers are harder to convince. Advertising is a good promotional tactic however; personal selling offers three unique advantages although personal selling itself is expensive to implement. This is why businesses are willing to spend the money to have these advantages.

Advantages include;The message can be modified to suit the individual customers circumstances.The individualised assistance to a customer can create a long-term relationship resulting in repeat salesThe sales consultant can provide after-sales customer service in relation to product features, installation, warranties and servicing.

Explain what this statement means: Advertising is what you pay for and publicity is what you pray forThe statement means that businesses are dependent on advertising to gain customer (publicity) awareness therefore advertising plays a major role in business success.

Account for the use of opinion leaders in the promotion of a product. Provide three examples from current promotional campaigns. An opinion leader is a person who influences others. Their opinion is respected and they are often sought at for advice. Advertisements with opinion leaders create big cultural impact to people and there is a possibility that it will attract more customers, resulting to increase sales for businesses.

Examples of opinion leaders are;Justin Bieber, recommending Proactiv to teenagers facing troubled skin.Famous sportsmen (e.g. basketball, cricket and tennis) wearing famous branded headphones like Skull Candy and Doctor Dre. Actors using brand new technology such as laptops, phones and TVs.

Propose what you think are the strengths and weaknesses of the following promotion strategies. Promotion StrategyStrengths WeaknessesA manufacturer of a new type of disposable razor gives out thousands of free razors at a football grand finale.Gives the opportunity for consumers to try out the new set of razors and if successful, increase in salesLarge customer sampleCostly to implementCan be ineffective in developing popularity thus investing money on a TV commercial may be more effectiveA lifestyle magazine runs its own lottery-style promotion for five weeks in which first prize is $20 000 worth of furniture. Gets attention thus creates brand awarenessCost to implement The lottery promotion can be a distraction to product To boost sales, a computer manufacturer relies on word-of-mouth communication.Effective in developing brand trust Cannot rely on word of mouth due to slow popularity

BIBLIOhttp://www.sideroad.com/Publicity/advertising_between_difference_publicity.htmlhttp://www.forbes.com/sites/robertwynne/2014/07/08/the-real-difference-between-pr-and-advertising-credibility/https://in.answers.yahoo.com/question/index?qid=20070628030129AATmWyx

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