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1. What are the three elements of promotion? How do they support one another?

1. What are the three elements of promotion? How do they support one another?

2. What factors should a small business manager consider when selecting advertising media?

3. What is a unique selling proposition? What role should it play in a company’s advertising strategy?

4. One company sent an e-mail that stated the following USP: “Combining the strategy, business processes, implementation, and technical support skills of a CRM systems integrator with the data management, analytic, and marketing skills of a database marketing service provider to deliver and operate a close-looped marketing and sales environment.” How do you rate the effectiveness of this USP? Explain. What are the characteristics of an effective USP?

5. Review the advantages and disadvantages of the following advertising media:

a. Word of mouth

b. Sponsorships and special events

c. Television

d. Radio

e. Newspapers

f. Internet advertising

g. Magazines

h. Specialty advertising

i. Direct mail

j. Out-of-home advertising

k. Transit advertising

l. Directories

m. Trade shows

 

May 15 2020 View more View Less

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