1.3.2

Question 1

Definition of promotion

Answer 1

The component of the market mix that informs and persuades customers about the product in order to sell that product.

Question 2

What 4 things does promotion create?

Answer 2

Awareness, interest, desire and action

Question 3

What is a promotion mix?

Answer 3

The combination of promotional activities that a firm uses in order to create consumer awareness and generate sales

Question 4

How many types of promotion are there?

Answer 4

6

Question 5

Public relations

Answer 5

Communicating withe media in order to get favourable publicity. For example sponsoring local and national charities

Question 6

Branding

Answer 6

The creation of an identity for the business that distinguishes the firm and its products from other firms. For example can add value to a product allowing firms to charge higher prices

Question 7

Merchandising

Answer 7

The actions a firm takes to influence customers’ buying behaviour at the Point of sale