3.3.4 Marketing Mix - Promotion Flashcards
What is ‘promotion’?
Marketing activities used to communicate with customers and potential customers to inform and persuade them to buy a business’s products
What are the purposes of promotion?
Attract attention of consumers by making them aware of the product Persuading consumers to buy to product Explaining how a product is better than competitors’ products Creating and developing brand image Encouraging wholesalers and retailers to stock the product Reassuring consumers
What are the methods of promotion?
advertising sales promotion below-the-line promotion personal selling direct email sponsorship
What is ‘sales promotion’?
Incentives used to encourage short-term increases in sales or repeat purchases
What is ‘below-the-line promotion’?
Promotion that is not paid for, uses incentives to encourage consumers to buy.
What is ‘personal selling’?
Sales staff communicate directly with consumer to achieve a sale and form a long-term relationship between firm + consumer
What is ‘direct mail’?
Also known as mail shots, printed materials which are sent directly to addresses of customers
What is ‘sponsorship’?
Payment by a business to have its name or products associated with a particular event
What is ‘marketing budget’?
the amount of money made available by a business for its marketing activities during a particular period of time