3.3.4 (Promotion) Making marketing decisions: Influences on the choice of promotional mix.

Question 1

Define the factors that will be taken into consideration when choosing a form of promotion to use.

Answer 1

Campaign objectives.

Costs and budgets.

Target market.

Balance of promotions in a campaign.

Legal factors.

External factors.

Question 2

Outline how campaign objectives influence the form of chosen promotion.

Answer 2

Some forms of media are more suitable. If aiming to provide information, for example, the internet or newspapers will be more relevant.

Question 3

Outline how costs and budgets influence the form of chosen promotion.

Answer 3

Must use the most acceptable form of promotion whilst still taking into account costs, such as CPT, and if the business has a budget, whether it is within its bounds.

Question 4

Outline how the balance of promotions in a campaign influences the form of chosen promotion.

Answer 4

Plan advertising along with other promotions to maximise effectiveness. E.g. having sponsorships and advertisements running simultaneously.

Question 5

Outline how legal factors can influence the form of chosen promotion.

Answer 5

Restrictions of the use of media, e.g alcohol advertising on television, may encourage businesses to use different forms of media.

Question 6

Outline how external factors can influence the form of chosen promotion.

Answer 6

Customers are more receptible to promotions if they are experiencing higher living standards. Factors include: The overall wealth of a country and the social and political environment.