11. Elements of the promotional strategy

Question 1

The elements of the promotional mix are as follows:

Answer 1

• advertising
• public relations
• personal selling
• sales promotion

Question 2

Impersonal and paid

Answer 2

Advertising
Sales promotion
Store promotion

Question 3

Impersonal and unpaid

Answer 3

Publicity

Question 4

Personal and paid

Answer 4

Personal Selling and email

Question 5

Personal and unpaid

Answer 5

Word of Mouth

Question 6

1 advertising definitions

Answer 6

Any paid form of mass presentation of ideas, products and services by an advertiser addressed to a selected target audience.

Question 7

advertising objectives

Answer 7

The objective of creating awareness, informing, reminding, influencing and persuading them to buy the product or service or to be favourably inclined towards these ideas, product or services.

Inform target market of product benefits and feature, to create awareness, to remind them, to pass on a msg, establish a particular brand or image.

Question 8

advertising advantages

Answer 8

Advertising can:
position a  brand
remind the target audience to buy
inform the target audience
Stimulate impulse buying
Increase sales
fight competition

Question 9

advertising disadvantages

Answer 9

reach everybody
persuades everybody
sell an inferior product.

Question 10

advertising

types of media

Answer 10

Above the line media

Digital media

Question 11

Above the line

Answer 11

Print media
Electronic broadcasting media
Cinema and out of home media

Question 12

Digital media

Answer 12

WWW
Internet
Email
Mobile media
Social Media
viral marketing etc

Question 13

Print media

Newspaper

Answer 13

High frequency
Die burger
Sunday Times
Rapport

Question 14

Newspaper disadvantage

Answer 14

Short lifespan
Clutter
Read selectively
Competing with digital media
Reach general audience

Question 15

Newspaper advantages

Answer 15

High coverage
Adaptable to change
Relatively cheap per reader
Good news medium
Geographically selective

Question 16

Magazines

Answer 16

Garden and home

sarie

Question 17

Magazines advantages

Answer 17

Good reproduction
Longer lifespan
National coverage
Good image creator
Usually loyal readers

Question 18

Magazine disadvantages

Answer 18

Limited flexibility
Not geographicly selective
Short time to convey msg
Many advertisers liitle chance of dominating

Question 19

Television Advantages

Answer 19

wide coverage
High impact
Involves most of the sense
Good for demonstrations
Available in digital platforms

Question 20

Television Disadvantages

Answer 20

No reference back to msg
Relatively expensive medium
Reaches a general audience
Repetition can irritate the viewer
Lengthy preparation

Question 21

Radio Advantages

Answer 21

Low cost
Can reach specific audience at certain times
Offers theatre of the mind
A personal medium
Listening sometimes habitual

Question 22

Out of home media Advantages

Answer 22

Suitable for high frequency
Low cost per passer-by
High impact
Geographically selective
Large product presentation

Question 23

Out of home media Disadvantages

Answer 23

Reaches general public
High production cost
Local restrictions
Urban clutter
Necessarily a short message

Question 24

Radio disadvantage

Answer 24

Limited availability
No references back to message
Only a short message
No illustrations is possible
Low attention getting

Question 25

Cinema Advantages

Answer 25

Involves most senses
Good for demonstration
Geographically selective
Very high impact
Reaches high income
Viewer cannot ignore msg

Question 26

Cinema Disadvantage

Answer 26

Relatively expensive medium
Limited message
Lengthy preparation
Expensive to produce cinema commercial
Expensive for consumers other cheaper alternatives available.

Question 27

2. Public Relations Definition

Answer 27

The management through communication, of perceptions and strategic relationships between an organisation and its internal stakeholders.

Question 28

Public Relations Objectives

Answer 28

Building and maintaining accord with stakeholders on whom the organisation depends in order to achieve its mission.

Question 29

Public Relations Advantages

Answer 29

Give advice on the public image of an organisation

Question 30

Public Relations Disadvantage

Answer 30

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Question 31

Personal Selling Definition

Answer 31

Person to person process by which the seller learns about the prospective buyers’ needs and wants and seeks to satisfy them by offering suitable goods or services and making a sale.

Question 32

Personal Selling Objective

Answer 32

To persuede the customer to either follow the ideas of the salesperson or to be led to action. Persuasion is ultimetly at the core of personel selling.

Question 33

Personal Selling Advantage

Answer 33

Focused attention
Tailored message
Immediate feedback
Complex information
Demonstartions
Customer Education
Relationship building

Question 34

Personal Selling Disadvantages

Answer 34

Small numbers of contacts
Cost per call
Poor selling skills

Question 35

Sales promotion definition

Answer 35

Is a blend of marketing communications activities and materials designed to intensify the efforts of the marketer’s sales force, induce intermediaries to stock and sell marketers product offering and or persuade consumers to buy the product offering withing a specified limited time period.

it includes:
point of sale material
Coupons
Competitions etc

Question 36

Sales promotion Objective

Answer 36

It is a marketing activity aimed at offering incentives for consumers in order to achieve short term.

Question 37

Sales promotion Advantage

Answer 37

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Question 38

Sales promotion Disadvantages

Answer 38

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