24 Jun COMPARE AND CONTRAST ADVERTISING AND PUBLIC RELATIONS
ach answer should be about a paragraph long. Do not copy your answers from the web, the text book, etc. In other words, you MAY USE the book, the videos, your notes, and other sources, but WRITE YOUR ANSWERS IN YOUR OWN WORDS.
Five essays at 14 possible points each (for a total of 70 points possible).
1.- Regarding “sales promotion,” explain the difference between the tools available for consumer promotions and the tools available for trade and business promotions. For this to make perfect sense to you, I think you’ll have to look at both the video and the book…
2.- Compare and contrast advertising and public relations – that is, tell how they are similar and how they are different from each other.
3.- Explain “push” strategies and “pull” strategies. Tell what the manufacturer is trying to accomplish through each strategy, and tell what kind of tools they use and who they target those tools to in each strategy.
4.- The second video from April 23rd, entitled SPIN, includes an explanation of the item in modules entitled “SPIN;” Use this item from modules and the video presentation to familiarize yourself with the SPIN Selling method. Then think up a scenario in which a sales person asks the four kinds of questions, hears the customer first make an implied need statement, then an explicit need statement, and answers the customer’s explicit need with a benefit statement. Your answer should include seven sentences, four of them questions and three of them statements. Do not use examples from class or copied from other sources – make up your own scenario.
5.- From Chapter 15, in your own words, in four sentences or less, explain the difference between the “Slice of Life” and the
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