20.1 Promotion methods

Question 1

Promotion

Answer 1

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

Question 2

Advertising

Answer 2

Paid-for communication to inform and persuade consumers, using media such as TV, newspaper and cinema.

Question 3

Direct promotion

Answer 3

A range of promotional activities aimed directly at target customers. It is also known as direct marketing.

Question 4

Sales promotions

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

Promotion mix

Answer 5

The combination of promotional techniques that a firm uses to sell a product.

Question 6

What are the different advertising methods?

Answer 6

1) Print advertising
2) Broadcast advertising
3) Outdoor advertising
4) Product placement advertising
5) Guerrilla advertising
6) Sponsorship
7) Digital advertising

Question 7

What are the sales promotion methods?

Answer 7

1) Price offers (temporary reductions)
2) Loyalty reward programs
3) Money-off coupons
4) Point-of-sale displays in shops
5) Buy one, get one free
6) Games and competitions on the packaging.

Question 8

What are direct promotion methods?

Answer 8

1) Direct mail
2) Telemarketing
3) Personal selling

Question 9

Digital promotion

Answer 9

The promotion of products using digital technologies, mainly on the internet but also includes mobile (cell) phones.

Question 10

What are digital promotion methods?

Answer 10

1) Social media marketing
2) Email marketing
3) Online advertising
4) Smartphone marketing
5) Search engine optimization (SEO)
6) Viral marketing