20 - The marketing mix - promotion and place

Question 1

Define Promotion

Answer 1

the use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade then to buy

Question 2

Define advertising

Answer 2

paid-for communication to inform and persuade consumers, using media such as TV, newspapers and cinema

Question 3

Define Direct promotion

Answer 3

a range of promotional activities aimed directly at target customers.

Question 4

Define sales promotion

Answer 4

incentives such as special offers or special deals directed at consumers or retailers to achieve short-term sales increases and repeat purchases by consumers

Question 5

Define promotion mix

Answer 5

the combination of promotional techniques that a firm uses to sell a product

Question 6

Define digital promotion

Answer 6

the promotion of products using digital technologies, mainly on the internet but also including mobile phones

Question 7

Define e-commerce

Answer 7

the buying and selling of goods and services by businesses and consumers through an electronic medium