MKT 201 Post University Unit 7 Retail Promotion Discussion

MKT 201 Post University Unit 7 Retail Promotion Discussion

Overview

According to Telmar, a marketing research organization, 2014 marked the first year that ad spend on digital media exceeded ad spend traditional marketing activities. Accordingly, retailers have no choice, they must continue their shift to digital. So the question is no longer whether to shift but how, how much and how fast? Will the rush towards the digitally-engaged consumer be orderly, organized and optimal or will we “throw the baby out with the dishwater?”

Simulated Business Scenario

Janet, the president of Post Retail Consulting (PRC) has a dilemma. She called an emergency meeting with her retail experts. She said that one client would like an example of how a local retailer can make effective use of traditional promotional activities versus digital promotional options?

Questions

  • What percentage of digital and traditional ad spend would you suggest?
  • At what point would you recommend video marketing?
  • What about social media? Project.

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