4ps marketing mix - promotion Flashcards
advertisement methods
moving image, print, ambient (in usual places on unusual objects), digital, audio.
sales promotion methods
loyalty cards, coupons, competitions, discounts, BOGOF.
sales promotion pros
helps to entice people to purchase, can attract first time buyers and then create loyal customers, can help to clear old stock.
sales promotion cons
profit margin will be lower per product.
personal selling methods
face to face, telephone, email, video/web conferencing.
personal selling pros
the sales person can be persuasive, customers can ask questions
personal selling cons
high volumes of labour are needed for this strategy to work. this is expensive.
direct marketing methods
direct mail, mail order catalogues, magazines, emails/texts, tele marketing.
direct marketing pros
some methods can be cost effective (text and email), the business can personalise and customise their messages, can help the business build a relationship with the customer.
direct marketing cons
many people ignore junk mail and cold callers, telemarketing can be expensive.
public relation (PR) methods
press releases (sent to news agencies about a product), exhibitions, sponsorship, promotional stunts ( interesting, usually shared on social media).
public relations (PR) pros
media is free, promotion can reach worldwide, sometimes people pay more attention as its from a natural source.
public relations (PR) cons
its hard to control what is said by the media company, no guarantee the story will be ‘picked up’ by the media.
above the line promotion
promotion paid for and targeted to a wide audience, most common forms of promotion include: advertisement through tv, magazines and radio.
below the line promotion
any form of promotion that is directed and targeted at a small target audience.
examples include direct marketing, personal selling, and engaging with customers one to one on social media.
