Answer to Question 1
Unlike the standardized message presented in advertising, the message presented in personal promotion can be tailored to fit the needs of the particular individual or group. Personal promotion also offers other advantages:
1 . Direct contact provides positive feedback to the listener through both the verbal communications and the nonverbal gestures of the communicator.
2 . The interpersonal contact facilitates the transfer of the message better than other methods.
3 . The communicator can ensure comprehension by asking questions and monitoring responses.
4 . The communicator has an opportunity to probe for resistance to change and then is in a position to address each issue.
5 . The listener may believe that someone is now in a position to monitor his behavior and thus hold him accountable for it.
Answer to Question 2
Possible target markets include overweight women between 20 and 40 years of age; athletic men; people interested in sports nutrition; people seeking healthful lifestyles; individuals wanting basic nutrition information; and corporations planning to provide employee wellness workshops. The marketing strategy should include a product, place, promotion, and price to address the needs of the target market chosen.
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