1.3.2 Branding & promotion - what affects promotion Flashcards
1
Q
What affects choice of promotion
- £
- Mass/Niche markets
- Product
- Stage
- Laws
A
- Costs, not all businesses can afford to advertise on TV & national newspapers
- Market type, businesses aiming products at niche markets likely to use BTL promotion e.g local newspapers, whereas businesses aiming their product at mass markets likely to use ATL promotion e.g TV Ads
- Product type , certain products suited to certain methods e.g a car isn’t going to be promoted using BOGOF
- Stage in product life cycle, for example, if product is towards end of lifecycle sales promotion is likely to be used
-Legal factors - legislation designed to keep consumer safe can affect methods of promotion. E.g tobacco can’t be televised on TV
