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Which elements of the marketing communications mix would you use for each of the following scenarios? Explain your answers. A newly established hair salon in a suburban shopping center. An established restaurant facing declining patronage because of new competitors. A large, single-office accounting firm in a major city that serves primarily business clients and wants to grow its client base aggressively.
Expert Answer
There are basically 5 types of elements of marketing communication mix namely:
- Public Relations
- Personal selling
- Advertising
- Sales Promotion
- Direct Marketing
Now let us understand what specific element would be used in the given scenarios:
- A) As the salon is new and not many people know about it so we would be using ADVERTISING so that more and more people can get to know about this new venture.
- B) The restaurant is facing decline in sales because of the presence of new competitors hence we will be using SALES PROMOTION in which good amount of discounts would be given to the customers so that they are not easily acquired by the competitors.
- C) As client base has to be increased aggressively so we will be using Public Relations as it will help the accounting firm to attract many new clients.
