chapter 14

Question 1

what are the aims of promotion

Answer 1

1.Inform customers about a new product
2.Persuade customers to buy the product
3.Create a brand image
4.Increase sales and market share

Question 2

what does promotion include

Answer 2

1.advertising
2.sales promotion

Question 3

what is advertising

Answer 3

referred to as “above the line” promotion, communicating information about a product or a business through media, aims to achieve returns in the long run

Question 4

what is sales promotion

Answer 4

referred to as “below the line” promotion, aims to achieve short term increase in sales, doesn’t use media

Question 5

types of advertising

Answer 5

1.informative advertising
2.persuasive advertising

Question 6

what is informative advertising

Answer 6

when the aim of advertising is to give full information about a product rather than creating a brand image

Question 7

what is persuasive advertising

Answer 7

when the aim of advertising is to persuade the consumer that they need the product and should buy it

Question 8

the advertising process

Answer 8

1.set objectives
2.decide the advertising budget
3.create advertising campaign
4.select media to use
4.evaluate the effectiveness of the campaign

Question 9

advantages of advertising on television

Answer 9

1.seen by large audience
2.attractive and eye catching
3.easy to reach out to target audience

Question 10

disadvantages of advertising on television

Answer 10

1.expensive
2.no hard copy available

Question 11

advantages of advertising on radio

Answer 11

1.cheaper than tv
2.can be memorable
3.reaches a large audience

Question 12

disadvantages of advertising on radio

Answer 12

1.not as wide audience as tv
2.no hard copy available
3.no visual message
4.can be expensive compared to other media

Question 13

advantages of advertising on newspaper

Answer 13

1.a lot of information can be put
2.hard copy available

Question 14

disadvantages of advertising on newspaper

Answer 14

1.usually black and white, unattractive
2.bought by particular customers because of technology

Question 15

advantages of advertising on magazines

Answer 15

1.specialist magazine can be very effective
2.colorful and more attractive than newspapers
3.hard copy available

Question 16

disadvantages of advertising on magazines

Answer 16

1.more expensive than newspaper
2.published once a month or week

Question 17

advantages of advertising on leaflets

Answer 17

1.cheap
2.may contain money-off voucher to encourage customers
3.detailed info
4.hard copy available

Question 18

disadvantages of advertising on leaflets

Answer 18

1.may be ignored and not read
2.doesn’t reach a wide audience compared to other media

Question 19

advantages of advertising on billboards

Answer 19

1.potentially seen by everyone who passes
2.can stay for a long while

Question 20

disadvantages of advertising on billboards

Answer 20

1.can be missed as people go past them
2.no detailed info

Question 21

what is promotion

Answer 21

marketing activities used to communicate with customers and potential customers to inform and persuade them to buy a business’s products.

Question 22

types of sales promotion

Answer 22

1.price reduction
2.loyalty cards
3.buy one get one free
4.gifts/competition
5.free samples
6.point of scale displays
7.after sales service

Question 23

factors affecting the choice of type of promotion used

Answer 23

1.stage of product life cycle
2.nature of the product itself
3.nature of the target market

Question 24

what is marketing budget

Answer 24

financial plan for the marketing of a product for a specified period of time

Question 25

what is public relationship/sponsorship

Answer 25

it covers a broad series of activities where a business manages it’s relationship with different parts of the public

Question 26

objectives of public relationship

Answer 26

1.achieve favourable publicity about the business
2.build the image and reputation of the business
3.communicate effectively with customers

Question 27

objectives of sponsorship

Answer 27

1.create brand awareness