The Role of Promotion in Marketing

Paper Instructions:

For the product or service you chose in (Southwest Airlines), discuss how promotional strategy is influenced by the choice of target market and segment by answering the following questions.

(1) Which components of the promotion mix are being used?

(2) Do you believe promotional strategies are appropriate to the target market? Why or why not?

(3) Would online marketing have a role in promoting this product or service?

For this paper, you are expected to use references and to properly cite those references. Also, please use logic and reasoning, reference to the background material, and be analytical and critical rather than merely summarizing what you read.

This paper needs to have an introduction, sub-headings throughout, and a conclusion.

REQUIRED RESOURCES:

The topics included in the study of promotion are:
1. Advertising,
2. Personal Selling,
3. Sales Promotion,
4. Publicity, and
5. Public Relations

Taken together, these forms of promotion are called a promotional mix.
Here is a good discussion of the components of this mix, with emphasis on the pros and cons of each: http://dis.shef.ac.uk/sheila/marketing/mix.htm

Christ, Paul (2008). Principles of Marketing. KnowThis.com. Available on 28-Oct-09 at
http://www.knowthis.com/tutorials/principles-of-marketing.htm

Read the following chapters:
1. Promotion Decisions
2. Advertising
3. Advertising Campaign

Author Unknown, (2008). Advertising Primer. Small Business Administration. sba.gov. Available on 2010 July 6 at
http://www.sba.gov/smallbusinessplanner/manage/marketandprice/SERV_ADPRIMER.html

Where does branding end and promotion begin? Advertising presents the brand promise. Learn more here: http://www.customfitfocus.com/marketing-5.htm

Comstock, Beth, Gulati, Ranjay, and Liguori, Stephen. (2010) Unleashing The Power Of Marketing. Harvard Business Review Vol. 88 (October) pp. 90-98.
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=53877547&site=ehost-live

Rayport, Jeffrey F. (2008) Where Is Advertising Going? Into ‘Stitials. Harvard Business Review; Vol. 86 (May) pp. 18-19. http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=31728453&site=ehost-live

Edelman, David & Salsberg, Brian (2010 November). Edelman-Media-McKinsey.doc Beyond paid media: Marketing’s new vocabulary: Changes to the way consumers perceive and absorb marketing messages will force marketers to change not only their thinking but also the way they allocate spending and organize operations.

Author Unknown (2009). The Dynamic Duo: Email Marketing and Social Media. Lyris, Inc.
Promoting Luxury

Roberts, Dexter (2011, April 11). China’s Ad Business Faces a Crackdown. Bloomberg Businessweek, 4/11/2011, 4224, p11-12

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