1. Product Advertising – Select one ad for this product and choose the type of product advertising used. (Pioneering, Competitive, or Comparative). Include the image (magazine, outdoor, etc.), video link (TV ad) or website (online ad). Provide your reasoning.
2. Advertising Appeal – Define the type of advertising appeal used in the example above. Explain your rationale.
3. Media – Describe 2-3 types of media currently used by this company to promote its product. Provide explanations, examples, etc.
4. PR Functions – Describe the public relations functions for this product. Note: For public relations, you may need to look at the overall company, rather than the individual product. Select two of the areas below and provide a detailed explanation of how they are used for this product/company.
a Press Relations
b. Product Publicity
c. Corporate Communication
d Public Affairs
e. Lobbying
f. Employee and Investor Relations
g. Crisis Management
1. PR Tools – Describe two type public relations tools used by the company and what reason it has been used.
2. Sales Promotion – Describe two types of sales promotion tools used.
3. Personal Selling – Explain the details of how personal selling is used for this product. Make sure to explain Personal Selling within the distribution channel, as well as to the ultimate customer. Remember that customer service (order taking) is also a part of personal selling.
For each section above, provide detailed information to convey an understanding of the concepts applied. Use subheadings to separate each item listed above, be specific with your analysis and provide thorough rationale. In addition to the information above, pay close attention to the rubric.
