Page 158 - Marketing the Basics 2nd

150 Marketing: the Basics
• It is that consistency that marketers should aim for because with a consistent message, the customer eventually understands and retains what the product is and the benefits offered.
CRITICAL qUESTIONS
1 Review the five elements of the promotion mix. Discuss the advantages and disadvantages of advertising, sales promotions and public relations. If you were promoting a new product, which one or ones would you choose? Why?
2 What are the implications of media fragmentation for promoting consumer goods? Are the types of broadcasts changing to reflect this reality?
3 When supermodel Kate Moss was arrested for possession of cocaine, her sponsors immediately cancelled her contract to promote their product. Why did they do this? Does the hierarchy of effects model provide a good explanation?
4 How are brands affected by each promotional tool?
SUGGESTIONS FOR FURTHER READING
Chip Heath and Dan Heath, Made to Stick: Why Some Ideas Survive and Others Die, New York, Random House, 2007. This book details how to create memorable ads. There are lots of personal anecdotes and case studies with plenty of lessons to learn.
David Scott, The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, New York, Wiley, 2009. This a great read for those who need an introduction to online marketing.