Question

directions: answer each of the following questions. use a separate sheet of paper to record your responses. objective a 1. list five promotional messages that you have seen or heard this week. 2. why do companies engage in promotional activities? 3. compare and contrast the two main types of promotion—product promotion and institutional promotion. 4. why do companies engage in product promotion? 5. compare and contrast the two types of product promotion—primary product promotion and secondary product promotion. 6. why do companies engage in institutional promotion? 7. describe and compare the three types of institutional promotion—public service, public relations, and patronage. objective b 8. describe the advantages of promotional activities. 9. describe the disadvantages of promotional activities. 10. compare the specific disadvantages of product promotion and institutional promotion.

Explanation:

1. Promotional messages could include TV commercials like "Buy one, get one free" for a clothing brand, online ads for a new smartphone saying "The latest technology", a bill - board for a fast - food chain with "Limited time offer", a radio ad for a local coffee shop promoting "New coffee blend", and a social media post for a beauty product with "Get 20% off".
2. Companies engage in promotional activities to increase sales, raise brand awareness, introduce new products or services, attract new customers, and retain existing customers.
3. Product promotion focuses on selling a specific product, highlighting its features, benefits, and uses. Institutional promotion is about promoting the company as a whole, building its reputation, and creating a positive image.
4. Companies engage in product promotion to boost the sales of a particular product, gain a competitive edge in the market, and inform consumers about the product's unique selling points.
5. Primary product promotion aims to create demand for a product category as a whole (e.g., promoting electric cars in general). Secondary product promotion focuses on promoting a specific brand within a product category (e.g., Tesla electric cars).
6. Companies engage in institutional promotion to build a positive corporate image, enhance public relations, and gain the trust and loyalty of consumers, investors, and the general public.
7. Public service institutional promotion involves promoting causes that benefit society (e.g., a company promoting environmental protection). Public relations is about managing the company's communication with the public to build a good reputation. Patronage is when a company supports cultural, sports, or other events to gain visibility and positive associations.
8. Advantages of promotional activities include increased sales, brand recognition, market share expansion, and the ability to target specific customer segments.
9. Disadvantages of promotional activities can include high costs, potential negative public perception if over - done, and the risk of not achieving the desired results.
10. Product promotion may face the risk of consumers seeing it as too sales - oriented and may not build long - term brand loyalty. Institutional promotion can be expensive and may not directly lead to short - term sales increases.

Answer:

1. "Buy one, get one free" for clothing, "The latest technology" for a smartphone, "Limited time offer" for fast - food, "New coffee blend" for a coffee shop, "Get 20% off" for a beauty product.
2. To increase sales, raise brand awareness, introduce new products, attract new customers, and retain existing customers.
3. Product promotion focuses on a specific product; institutional promotion on the company as a whole.
4. To boost sales of a particular product, gain a competitive edge, and inform consumers.
5. Primary promotes a product category; secondary promotes a specific brand within a category.
6. To build a positive corporate image, enhance public relations, and gain trust and loyalty.
7. Public service promotes social causes; public relations manages communication; patronage supports events for visibility.
8. Increased sales, brand recognition, market share expansion, and targeted marketing.
9. High costs, negative public perception, and risk of not achieving results.
10. Product promotion may seem too sales - oriented; institutional promotion is expensive and may not lead to short - term sales increases.