Reference no: EM133487238

Case: Advertising, Public Relations, and Sales Promotions, a well-known rule of thumb in the advertising industry is "Sell the sizzle, not the steak." The goal is to sell the benefits, e.g. what the consumers receive of the product, not its attributes, e.g. product features.

Why do you think this is important?
What are some common benefits or attributes used in ads?
How do these relate to the common appeals listed in Exhibit 16.1?
Personal Selling and Sales Management, review the following scenario:

You are a new sales associate at a carpet store. One day, a customer walks into the store and tells you that she is the manager of a 30-unit apartment complex nearby. She explains that she needs to replace the carpet in one of the units. You could simply show her a few options and write up a quote for the carpet and installation, but you recognize that this could potentially be the first of many sales. Even though you have not been thoroughly trained yet, your intuition is telling you to engage with her.

What ideas do you have for building a long-term business relationship with this apartment manager?
What questions would you ask her about her carpeting needs and expectations?
Social Media and Marketing, consider your own social media behavior.

Have you ever acted as one or more of the seven types of social media users described in Chapter 18? Explain what role you played.
What impact has social media had on your purchases? Have you ever purchased a product that you discovered entirely on social media? Have you done product research using social networks, blogs, or other technologies?

Has a social media influencer motivated you to make a purchase? Who was the influencer and why did you value his or her opinion?