Marketing Communications and Personal Selling

Often the most exciting and creative ads fail to actually make the sale because they’re not simple and clear enough. Being noticed, grabbing attention, being persuasive marketers need to remember these important priorities. Yet, grabbing attention can distract you from the essential need to be clear in making your case.

Giving your brand a personal identity, as if the brand were a living thing, can create a lasting impression. The best way to think about it is to imagine that you are bringing that brand to life, particularly with an emotional appeal, because a compelling personality always attracts emotional buyers.

Read Chapter 10

Week Four Discussion Questions

Every successful product has a personality. It may not be easy to create but it is vital if you want your brand and product to successfully appeal to your target market for a long period of time.

1. Describe two ways of identifying, defining a product’s personality.

Visuals are a vital part of your marketing communications materials.

2. Discuss some of the important considerations you should keep in mind when developing visuals.

Your main post must be at least one substantive paragraph (150+ words) and include at least two references/citations. Your reference can be the textbook, if it is written in proper IWG format for a textbook reference.

Please follow up with two subsequent replies to your classmates. Each reply should consist of a relevant paragraph containing 50 words or more.

Discussion Board Directions

When you are the first to contribute to the discussion, you will see only the + Respond link
If others have posted, you will see their comments, along with the + Respond link
If there is more than one topic for discussion, the first topic is displayed.
To select a different topic, click on the corresponding link in the Topics list.
The + Respond link – as well as any responses – will be displayed at the bottom of the page
If you do not see the + Respond link, or any responses, you may need to scroll down the page
Discussion Board Expectations

REMEMBER: The point of a discussion forum is to learn from our shared conversation—sharing experiences and research-backed positions and knowledge—to jointly learn more thoroughly than we can alone. It is expected you will read and consider the posts of your classmates and instructor.

WHAT: You will be writing three or more Discussion posts per week. Your main post must be at least one substantive paragraphs (150+ words) and include at least two references/citations. Please follow up with two subsequent replies to other students. Each reply should consist of a relevant paragraph containing 50 words or more.

Responses to other individuals’ posts should:

Expand on their ideas
Discuss the differences between your thoughts and theirs
Explain why you agree or disagree
WHY: Discussion questions are designed for you to demonstrate your knowledge and understanding of the weekly material. This forum provides an opportunity to develop ideas and concepts with your instructor and peers. The Discussion format assists with development of communication skills and critical thinking necessary for success in the modern workplace.

HOW: Your postings should be substantive, demonstrate independent thought relevant to the topic, and encourage continued discussion. Please avoid simply repeating previous posts and agreeing. Provide supporting evidence of your ideas and opinions through the use of personal or work examples, relevant articles or websites, or concepts covered in the week’s readings.

WHEN: Your first post must be made by 11:59 p.m. (MT) Wednesday, and you must post the remaining two before 11:59 (MT) Saturday. You are expected to participate in the ongoing discussion on at least two different days during the week.

Remember that part of the discussion grade is submitting on time and using proper grammar, spelling, etc. You’re training to be a professional—write like it.


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