4.5(c) Promotion

Question 1

Above the line (ATL) promotion

Answer 1

is any form of paid-for promotion through the mass media (such as television and radio) to reach a broad audience.

Question 2

Advertising

Answer 2

is a method of informative and/or persuasive promotion that is usually paid for. The aim of commercial advertising is to raise the level of demand for a firm’s products

Question 3

Advertising clutter

Answer 3

Refers to the huge volume of advertisements that the public is bombarded with

Question 4

Below the line (BTL) promotion

Answer 4

does not use paid-for mass media sources.

Examples include the use of:
- free samples (e.g toiletries, food and drinks),
- discount vouchers (to entice customers to buy the product) and
- added-value promotions (e.g special introductory deals)

Question 5

Direct mail

Answer 5

is the use of postal correspondence for promoting an organisation’s goods and/or services

Question 6

Direct marketing

Answer 6

refers to promotional activities that aim to sell a product straight to a customer rather than using an intermediary

Question 7

Impulse buying

Answer 7

refers to unplanned or unintentional purchases due to the lure of eye-catching point of sales promotions

Question 8

Informative promotion

Answer 8

aims to alert the market about a firm’s products, especially new or updates goods and services

Question 9

Packaging

Answer 9

is the art of presenting products in an advantageous way in order to improve sales

Question 10

Personal selling

Answer 10

refers to promotional techniques that rely on sales representatives directly helping and persuading customers to buy, usually on a face-to-face basis

Question 11

Persuasive promotion

Answer 11

aims to convince or encourage customers to make a purchase, to switch from rival products, and to enhance brand loyalty

Question 12

Point of sale

Answer 12

is the promotion of goods in retail stores at the place where customers can purchase the goods, such as promotional displays at supermarket counters.

Question 13

Promotion

Answer 13

is a component of the marketing mix. It refers to the methods used to inform, persuade, and/or remind people about a firm’s products and brands

Question 14

Public relations (PR)

Answer 14

refers to marketing activities aimed at establishing and protecting the desired image of an organisation. It is about getting positive media coverage, usually without directly paying for it.

Question 15

Reminder promotion

Answer 15

refers to techniques used to retain customer awareness of, and interest, in an established product.

Question 16

Sales promotion (a sale)

Answer 16

are short-term incentives designed to stimulate interest in a product, such as the use of discount coupons, and prize draws.

Question 17

Social media marketing (SMM)

Answer 17

refers to the marketing practice of gaining internet traffic through social media platforms such as Facebook, Twitter, Youtube, and Google.

Question 18

Social networking

Answer 18

refers to any online platform used to build social relationships between people, often because they share things in common. These are ideal sources for media marketing

Question 19

Sponsorship

Answer 19

is a promotional technique that involves funding, supporting or donating resources for an event or business venture in return for prominent publicity.

Question 20

Telemarketing

Answer 20

is a form of direct marketing that involves marketers making telephone calls to existing and potential customers as a form of promotional strategy.

Question 21

Through the line (TTL)

Answer 21

promotion refers to promotional strategies involving both above and below the line methods, enabling customers to engage with the product or brand in multiple ways.

Question 22

Trade shows

Answer 22

are promotional events where firms exhibit and showcase their products for sale to potential customers

Question 23

Word-of-mouth (WOM)

Answer 23

promotion refers to the spreading of promotional information from one person to another through verbal communications.