BUS180 MKTG10 AssignCh015ESoza.docx - BUS 180 Introduction to Marketing Chapter Assignment To Professor of BUS180 From John Smith(your full name here

BUS180 MKTG10 AssignCh015ESoza.docx - BUS 180 Introduction...

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BUS 180 Introduction to Marketing Chapter Assignment Central Arizona College To: Professor of BUS180 From: John Smith ( your full name here) Date: August 21, 2016 (use current date here) Re: BUS180 Intro to Marketing Chapter Assignments Complete the information above and read assignment directions below. Chapter 15 Assignment Purpose: 1. What is a promotional strategy? Explain the concept of a competitive advantage in relation to promotional strategy. 2. Why is understanding the target market a crucial aspect of the communication process? 3. Discuss the AIDA concept. How do these different stages of consumer involvement affect the promotional mix? 4. Explain the difference between a “pull” promotional strategy and a “push” promotional strategy. Under what conditions should each strategy be used? 5. Discuss the importance of integrated marketing communications. Give some current examples of companies that are and are not practicing integrated marketing communications.
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