6 Flashcards

1
Q

communication

A

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

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2
Q

communication problems

A

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

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3
Q

promotion mix elements

A

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)

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4
Q
A
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