3.3.4 Promotion

Question 1

What is ‘promotion’?

Answer 1

Marketing activities used to communicate with customers and potential customers to inform and persuade them to buy a business’s products

Question 2

What are the purposes of promotion?

Answer 2

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

Question 3

What are the methods of promotion?

Answer 3

advertising
sales promotion
below-the-line promotion
personal selling
direct email
sponsorship

Question 4

What is ‘sales promotion’?

Answer 4

Incentives used to encourage short-term increases in sales or repeat purchases

Question 5

What is ‘below-the-line promotion’?

Answer 5

Promotion that is not paid for, uses incentives to encourage consumers to buy.

Question 6

What is ‘personal selling’?

Answer 6

Sales staff communicate directly with consumer to achieve a sale and form a long-term relationship between firm + consumer

Question 7

What is ‘direct mail’?

Answer 7

Also known as mail shots, printed materials which are sent directly to addresses of customers

Question 8

What is ‘sponsorship’?

Answer 8

Payment by a business to have its name or products associated with a particular event

Question 9

What is ‘marketing budget’?

Answer 9

the amount of money made available by a business for its marketing activities during a particular period of time