Christian Steele

816020005
1. Reaching out to a large customer base without selling directly to them involves mass
marketing. First, you need to educate people about the product as learning about the product will
enhance the percentage of sales. The organization should follow digital advertisement. All these
will have an effect on the customer's cognition. Hence this will help them to reach put their target
market.
b) The above-mentioned route of digital advertisement, will help to make the product aware
among a large number of people. Advertisements help the customers to make the buying
decision. Along with attracting current customer will also tap potential customers, it will help to
increase product awareness among the target market leading to competitive advantage. It will
also help in the positioning of the product in the mind of the customer if the advertisement is
being framed in a way that differentiates one soap from another as variants.
C)Soap is a mass-market product hence the product needs to have wide coverage. There are a
few ways which will help the organization to gain control over the distribution of their product-
Vertical Integration: Reduce some of the marketing intermediaries by taking on them one by one.
Integrating or merging and acquiring a few distributors will help it to reduce cost and reach
customers efficiently.
Inventory management and tracking: This will help to see which area the product is performing
well and which area it really need to push. Maintaining of record will also help you to bifurcate
areas according to profit so that further programs could be carried out to increase sales.
Maintaining their system will also have a direct effect on distribution activity and any shortfalls
can be managed easily as you will have data to understand the factors assisting distribution.
2.
The different components of the communication model are, Sender, the sender or communicator
is the one who aims to deliver the message with the intention of passing on information and ideas
to others, Ideas, this is the subject of the message. This could be an opinion, mentality, thoughts,
beliefs, commands, or ideas, Encoding, As the topic of communication is conceptual and
symbolic, such representations such as words, acts or images etc. are needed to be used in its
further passage. The method of encoding is the translation of subject matter into these symbols,
Communication Channel, the person involved in communication has to select the medium to
deliver the information, suggestions, etc. needed. This information is conveyed through certain
channels to the recipient, which may be either formal or informal, Receiver, the recipient is the
person by which the message is intended or who receives the message. In achieving the intended
goals, it is the recipient who seeks to interpret the message in the best possible way, Decoding,
the person interpreting the message or sign from the communicator seeks to convert it in such a
manner that he can truly comprehend its meaning and Feedback, Feedback is the way of
guaranteeing that the recipient has read and appreciated the message in the same way that it was
intended by the sender. Noise, Noise is a barrier that prevents marketing messages from being
accurate and successful. Noise is something which distorts the message or interferes with the
message.   Clutter is the most prevalent source of noise influencing marketing contact.
(b) “The marketers of Benadryl are the sender. These marketers encoded their ideas into the
actual message, which includes the images and text of the advertisement. The Medium for this
communication is the page in Better Homes and Gardens. The receiver is anyone reading the
magazine who sees this page of advertising; the receiver may or may not decode the message in
the way the marketers intended. Noise could pop up at any stage of the communication process.
Feedback may be positive or negative depending on how the receiver reviews it.”

3. Advertising Appeal should have three characteristics; the advertisement must be meaningful
in the sense that the advertisement appeal must portray a certain message through the ad. The
appeal must showcase the meaning to the viewers and must be structured to lead the ad to a
story that is relevant to the viewer, Believable, the advertisement must be believable in nature
such that the viewers must not wave off the advertisement thinking that it merely portrays a
hypothetical scenario which is not true in the real world. The viewer must understand the
utility of the product being advertised and be able to relate with it, Distinctive, the
advertisement must distinguish the product and the advertisement type from other products
and ads such that the viewer can register the ad message separately in his or her mind and
recall the product through the advertisement message.

Having established the message that you want to convey two techniques that can be used to turn
the message into an actual ad is Testimonial evidence or endorsement, this is where brands use
celebrities or public influencers on advertisements to use the product and endorse or testify for
the product. E.g., Developing an ad depicting Cristiano Ronaldo packing his son’s schoolbag
(the product) where he testifies how durable and trustworthy the bag is. Bandwagon technique,
this method entails the concept that the viewer must use the product that is being portrayed in the
ad because everyone else is using the product. This ad tends to encourage a user to follow a herd
mentality. Example, the company must showcase a boy wearing the branded bag on his
shoulders and going to places, along with his group of friends where all the friends are wearing
the same type of bag on their shoulders. This encourages the viewer to develop a sense of
friendship, fostering and belongingness by wearing this bag.
4. The seven steps to selling processes that he should take when engaging in selling practices
comprises of, Prospecting, Preparation, Approach, Presentation, Overcoming, objections, Closing
the sale and Follow-up. Three important steps are as followed, before planning a launch,
Prospecting does your research to find the individuals or firms that may be involved in your
product or service. This step is called prospecting, and for the remainder of the sales process, it is
the foundational step. A lead is a buyer of opportunity. A prospect is a lead that is
knowledgeable or ready to be qualified, eager and able to purchase. Preparation, it is important to
do your preparation by studying your client and arranging what you are going to say before
making a phone interview, mail or meeting. A successful salesperson explores an opportunity,
familiarizes with the needs of the client and learns all the necessary context details about the
person or company. This is the strategy where you give a first impression. By expressing
yourself, describing the intent of your contact or meeting, and developing a connection with your
viewpoint, you do this. To establish the confidence of the client, first impressions are critical.
First, you work to develop a partnership with the client. Typically, this entails intros, small talk
and concerns.

5.
Three benefits the company is likely to obtain from using social media are, a very high visibility
through social media posts on Twitter, Facebook and Instagram, the target consumers are the
younger generation who spend good amount of time on social media hence them coming across
the posts at a high rate. Also, it can create customer loyalty, relationships with the consumers can
be developed by interacting on social media leading to customer loyalty. Lastly, least costs
incurred compared to traditional media, social media marketing is relatively cheaper than the
traditional marketing techniques whether it be billboards or advertisements on the television,
social media ads are very cost effective.
(b) Two challenges they may face as a result of using social media are, loss of Good will of the
Firm, Consumers might express displeasure or anguish openly resulting in loss of good will of
the firm among other customers and public. Another challenge of using social media is, lack of
knowledge or uncertainty on how to use effectively, marketers may not have the experience or
the education required to effectively reap the rewards from social media marketing, this may lead
to waste of money and an unwanted image.
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