3.4f Promotional Mix Flashcards
Promotion definition
Communication techniques aimed at informing, influencing and persuading customers to buy or use a particular product/service.
Above the line promotion features
- Paid for communication
- Targeted but can be seen by anyone
- Aim is to inform customers and raise awareness
Below the line promotion features
Direct control over the target or intended audience
What does successful promotion cause?
- Attention
- Interest
- Desire
- Action
Promotional mix definition
Specific mix of promotional methods that a business uses to pursue its marketing objectives
Main elements of promotional mix
- Advertising
- Sales promotion and merchandising
- Personal selling
- Direct marketing
- Sponsorship
Public relations definition
Activities that create goodwill towards and individual, business, cause or product
Merchandising definition
Process of maximising the effectiveness of retail distribution
What is sales promotion?
Incentives designed to stimulate purchases e.g. buy one get one free
Advantages of sales promotion
- Effective at achieving a quick boost to sales
- Encourages customers to trial a product or switch brand
- Raise awareness
Disadvantages of sales promotion
- Sales effect may only be short-term
- Customers may expect further promotions
- May damage brand image
Direct marketing definition
Promotional material directed through mail, email or telephone to individual households or businesses
Advantages of direct marketing
- Focus limited resources on targeted promotion
- Relatively easy to measure response
- Cost-effective
Disadvantage of direct marketing
- Response rates vary
- Negative image of junk mail
- Databases are expensive to maintain
Personal selling definition
Promotion on a person to person basis
