A vital component of a successful marketing strategy is the company’s plan for communication to its stake-holders. One segment of the comunication plan is included in the markeing mix as the promotional element. A clear understanding of the role that promotion plays, as well as the various methods of promotion, is importnt is developing the promotional plan. The following question should assist you in relating the information in this chapter to several decisions in your marketing plan.

1. Review the communication process in Figure 16.1. Idenify the various players in the communication process for promotion of your product.

2. What are your objectives for promotion? Use Table 16.2 as a guide in answering this question.

3. Which of the four elements of the promotional mix are most appropriate for accomplishing your objectives? Discuss the advantages and disadvantages of each.

4. What role should word-of-mouth communication, buzz marketing, or product placement play in your promotional plan?

The information obtained from these questions should assist you in developing various aspects of tour marketing plan found in the Interactive Marketing Plan exerceise at www. Cengagebrain.com.