ADVERTISING

Question 1

What is a MARKETING PLAN?

Answer 1

Helps focus on a marketing strategy for a product; it balances…

• Price
• Place
• Product
• Promotion

Question 2

Why is correct PRICING important?

Answer 2

• Crucial
• Initial price is decided by the new product’s treat market
• Some products are launched with special introductory prices to attract interest
• Some may be priced highly to attract a particular target group

Question 3

Why is the PLACING important?

Answer 3

• Where it is sold is v important
• My be sold in particular regions to see how it performs and who it appeals to
• Supermarkets decide where they want to put the product to attract most consumers Eg. SHELF/ ISLE/ CHECKOUT

Question 4

Why is the PRODUCT Important?

Answer 4

• it explores how the product meets the consumer’s needs

- if the marketing uses all the information on how it does this then it’s more likely to be successful

Question 5

Why is PROMOTION important?

Answer 5

• Range of activities can be used to promote to ensure maximum sales

Question 6

What is ABOVE THE LINE promotion?

Answer 6

The purchasing of time & space on 
- Cinema 
- TV 
- Radio 
- internet 
ITS VERY IMPERSONAL

Question 7

What is BELOW THE LINE promotion?

Answer 7

A number of brand building strategies 
- Direct mail sent to people 
- Printed medial 
- Price promotions 
MORE PERSONAL METHOD

Question 8

What is TV advertising?

Answer 8

• Memorable jingles
• Celebrity features
• Timing of adverts scheduled to appeal to a target audience
• Effective due to popularity of TV
• Reduction in advertisement of food & drink high in salt/ fat/ sugar to children

Question 9

What is NEWSPAPER/MAGAZINE advertising?

Answer 9

• May include coupons to encourage sales

- Advertising space in magazines with specialist readership Eg. BBC good food

Question 10

What is MANUFACTURER/RETAILER advertising?

Answer 10

• Their direct websites can provide info on the product

- Money off coupons available on there too

Question 11

What is SUPERMARKET’S MAGAZINES advertising?

Answer 11

• Used to promote own brand products

- May contain recipe ideas & coupons

Question 12

What are PRICE PROMOTIONS?

Answer 12

Strategies offering

• a % of extra product
• BOGOF
• 3 for 2

Question 13

What are MONEY OFF COUPONS?

Answer 13

• Encourage consumers to try new product

- Found in many places ( popular )

Question 14

What is GIFT WITH PURCHASE?

Answer 14

• Often collectables aimed at children

- Entices the consumer to purchase the product

Question 15

What are COMPETITIONS & PRIZES?

Answer 15

• Used to focus on specific consumers

Eg. theme park vouchers appeal to families

Question 16

What are LINK PROMOTIONS?

Answer 16

‘Dine in for £10’ will drive up the total basket cost

- More likely to spend £10 if the products are linked

Question 17

What are LOYALTY INCENTIVES?

Answer 17

• loyalty cards
• personalised mail where the products can be advertised
• consumer loyalty may be increased if it linked to a good cause E.g ‘Computers for shools’

Question 18

What are POINT OF SALE DISPLAYS?

Answer 18

Displays near checkout & queueing areas to tempt impulse purchases Eg. snacks

Question 19

What is PRODUCT PLACEMENT?

Answer 19

V important, used for new products & offers

• Entrance of store = consumer has to walk past it
• Eye level at the end of an isle
• Themed areas
• In store televisions
• Movement of products around the store will increase impulse purchases while on the route to purchase essentials

Question 20

What are EXHIBITIONS & TRADE SHOWS?

Answer 20

A platform to launch to the public & retailers

• These events can be expensive though
• The product may be offered at a different price before national launching

Question 21

What are DISPLAYS & IN-STORE SINAGE?

Answer 21

• Directs the consumer to a new product
• Floor/ ceiling/ door/shelving
• Shopping trolleys even have info on them

Question 22

What are IN-STORE DEMOS?

Answer 22

Gives the consumer a chance to try before you buy

- They often give out coupons too