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Cite two examples of marketing communications (advertising, personal selling, public relations, sales promotion, or direct marketing) that led you to purchase two products in the past.

The first purchase should be one that required the expenditure of a significant percentage of your income, such as a car, house, computer, or large television.
The second is an everyday purchase: milk, toilet paper, diapers, etc.
What aspect of each marketing communication "spoke" to you? How does the product type influence what marketing communication mix the company will use? Do you believe these companies used the best promotional tool? If yes, explain why. If not, share what promotional tool you feel would be better and why. Be sure to bring in applications from this week's lesson to back up your opinion.

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Solution Summary

Cite two examples of marketing communications (advertising, personal selling, public relations, sales promotion, or direct marketing) that led you to purchase two products in the past.

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The first product which I will chose is a car. I recently purchased the latest model of Honda Civic car which I was just launched in my country, ie, India. I have been die hard fan of Honda cars and love the company for its very reliable, fuel efficient and good looking cars. Before buying this new car, I already possessed another model of Honda and therefore, I can be termed as a loyal customer of Honda.

Since I was already having another car of Honda, the company targeted me as a potential customer via direct marketing techniques. When this new Honda Civic was launched, company sent me a personalized brochure and invitation to test drive the new model They even gave me the option to send the company's sales people with the car at my home or office for test drive. Thus, I felt very privileged after being provided with a sneak preview of the car by this direct marketing letter as ...

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