6

Question 1

communication

Answer 1

for a buyer to buy a product/service they
- need to be aware of the product
- persuaded to buy it

Question 2

communication problems

Answer 2

1) information overload: 1970s - 2000 today: >5000
2) resistance to advertising: add blocking, muting, unsubscribing –> prevents awareness
stat: up to 3/4 of countries say adverts are irrelevant to them
3) product proliferation: too many products, interchangeable products –> overwhelming

Question 3

promotion mix elements

Answer 3

1) traditional advertising
+ reaches lots of people
+ can be targeted well
- the impact is difficult to measure
- can be ignored
- expensive
2) direct marketing e.g. telemarketing, direct mail…
+ easy to measure
+ interaction facilitates feedback
- bad reputation (spam, annoying…)
- large no response
3) sales promotion
+ good for increasing recognition in lt
- not long tern (short lived)