Unit VI Research Paper


Promotion is one variable of the marketing mix. Sellers communicate information about their products and services in order to influence customers’ attitudes and behaviors.

Select one industry from the list below, and conduct research about strategies that companies in the industry use to promote their products or services. In your report, include communication channels the companies use. What are their BBA 3201, Principles of Marketing promotion objectives? How and why are the promotion strategies of the companies effective or not effective? Compare and contrast promotion strategies between a couple companies in the industry.


Please select one of the industries listed below, and search for information about the promotion strategies of a couple companies in the industry.


 Soft drink

 Fast food

 Snack

 Hotel

 Restaurant chain

 Cell phone

 Computer tablet

 Banking

 Insurance

 Automobile

 Airline

 Entertainment

 Magazine

 Hair products

 Cosmetics

 Personal care products

 Dental care products

 Medicine

 Department store


The Research Paper you submit must meet the following requirements:


 Tell briefly about the industry and companies in the industry

 Be at least two pages in length.

 Identify the main topic/question related to Chapter 13 (Promotion-Introduction to Integrated Marketing Communications)

 Use APA style for citing paraphrased and quoted material


Format your paper using APA style. Use your own words, and include citations and references as needed to avoid plagiarism.


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