Section 5 – Promotion Mix/ Personal Selling & Global Markets (Module 5 LASA 2) * Promotion Mix – All of WBC’s goals in business cannot be acquired through its promotional mix but it is a good start for the company. WBC has to use promotion to persuade potential customers that there is something about this new product that they cannot live without. Regardless of the advertising the promotion should be demand oriented. * Advertising- Apart of the promotional mix is advertising and with advertising WBC must get the message across and focus of the selling goals of the company with their advertising campaigns. WBC must use all three thematic approaches in their messages. * Rational appeals to customers– WBC will appeal to customer’s rational thinking in advertising. This is important because some people make purchase after rationalizing their true need for the product. So here WBC will explain in advertising why this bottled water that makes sense to buy and why they cannot live without it. For example in a advertising a commercial may air with the importance of hydrating and replenishing the body of water through the day and with this water it has a comprehensive measurement system on the label to know how much water is needed throughout the day. * Emotional appeals to customers- WBC will also through advertising make an emotional plea to customer to buy this water because they will love the benefits of it and without it life would not be the same. For an example of an emotional advertisement that WBC will run is a Soccer mom at the field with her daughter for a game and the daughter and during the break the daughter bypass the drink coolers that her team mates are running towards and runs to her mom that is holding a ice cold bottle with dew running off the bottle and hands it to the daughter who smiles and shows enjoys