Marketing , advertising and sales promotion FINAL Assignment

Marketing , advertising and sales promotion FINAL - Assignment Example On the other hand, sales promotion relies on value added offers which may be discounted, demonstrations, exhibitions, contests, trade shows, giveaways and points of sale displays in a bid to appeal customers to make purchases. Contrary to advertising, sales promotion is short term, direct and leads to the increase of sales I a short time (Schmitt, 2011). Therefore, sales promotion proves to be more effective in a shorter period of time. The customer is the most important person involved with any company because all the products and services are targeted to the customer. Notably, there is no business without a customer (Schmitt, 2011). Demographics denote social, economic features used to define a population, especially in statistics. This includes age, sex, income level, marital status, religion, occupation, birth rate, death rate, educational level, family size and average age at marriage (Schmitt, 2011). a) Advertising uses an emotional appeal which targets to convey a message that will be remembered for a long time while sales promotion is an emotional approach used in appealing customers to make immediate purchases. Vertical marketing refers to marketing that targets a certain industry on target markets and addresses their specialized needs (Schmitt, 2011). This form of marketing focuses on a single niche and not a broad market. Public Relations is important to any organization as it serves to build a desirable reputation for the organization. Moreover, it ensures that customers have a good perception concerning the organization. Therefore, Public Relations is critical in maintaining customers and may also serve to bring new customers to the business who are recommended by the existing customers (Hoffman & Bateson, 2009). Secondary data denotes data gathered for other purposes and not for addressing the research topic. In marketing research, secondary data is used in the selection of markets that