Answer to Question 1
Answer: Marketing and sales messages use the same basic techniques as other persuasive messages, with the added emphasis of encouraging someone to participate in a commercial transaction. Although many people use the terms marketing message and sales message interchangeably, there is an important difference: Marketing messages usher potential buyers through the purchasing process without asking them to make an immediate decision. Sales messages take over at that point, encouraging potential buyers to make a purchase decision then and there. Marketing messages focus on such tasks as introducing new brands to the public and encouraging customers to visit websites for more information, whereas sales messages make an explicit request for people to buy a specific product or service.
Answer to Question 2
Answer: If you are involved with creating mobile marketing or sales messages, keep two essential points in mind. First, like all mobile messages, promotional messages need to be short and simple. Second, the mobile experience needs to be fast and straightforward. Mobile users are often time-constrained, and they will quickly abandon websites that don't load quickly or are confusing to navigate.
Pelli-Robson contrast sensitivity chart.
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Marketing: An Introduction, 7th Edition
Marketing Management, 4th Edition
Marketing Management (13th Edition)
How reciprocal functions compare to the parent function