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What are the objectives of each promotion or PR effort (i.e., what kind of impact will these communications will have on consumer information processing and decision making)? How will these objectives be achieved?

Mini Project #2 - Sales Promotion & Public Relations – Due Week 4

 

The goal of this project is to analyze and critically evaluate your sales promotion or public relations efforts that will be part of your campaign.   Thus, your task is to identify which of the different types of sales promotions you plan to implement for your marketing communications plan.  You should have at least two promotions.  In terms of PR, your task is to identify which of the different types of public relations and publicity you plan to implement for your marketing communications plan.  You should have at least two PR efforts.   Evaluate all of these efforts in terms of the following questions.  Please summarize your analysis in five (5) or less typewritten double-spaced pages.  Please also provide a summary description of your promotions and PR efforts. You must clearly address all of the following:

 

  1. What are the objectives of each promotion or PR effort (i.e., what kind of impact will these communications will have on consumer information processing and decision making)?  How will these objectives be achieved? 
  2. Are these promotions or PR efforts more likely to impact on a central route or peripheral route processing and why?
  3. What are the strengths or advantages of these promotions? 
  4. Is the ’message’ being portrayed by these communications consistent with the product/service message being portrayed in advertising for the product/service?  If not, how could promotional/PR efforts be altered?  How will these communications affect the’ image’ of the product/service?
  5. How do these promotions or PR efforts compare to what some of the major competitors are doing?  Do they provide the product/service with a competitive advantage?  Why or why not?  If not, how can they be improved to do so?

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