chapter 14 Flashcards
what are the aims of promotion
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
what does promotion include
1.advertising
2.sales promotion
what is advertising
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
what is sales promotion
referred to as “below the line” promotion, aims to achieve short term increase in sales, doesn’t use media
types of advertising
1.informative advertising
2.persuasive advertising
what is informative advertising
when the aim of advertising is to give full information about a product rather than creating a brand image
what is persuasive advertising
when the aim of advertising is to persuade the consumer that they need the product and should buy it
the advertising process
1.set objectives
2.decide the advertising budget
3.create advertising campaign
4.select media to use
4.evaluate the effectiveness of the campaign
advantages of advertising on television
1.seen by large audience
2.attractive and eye catching
3.easy to reach out to target audience
disadvantages of advertising on television
1.expensive
2.no hard copy available
advantages of advertising on radio
1.cheaper than tv
2.can be memorable
3.reaches a large audience
disadvantages of advertising on radio
1.not as wide audience as tv
2.no hard copy available
3.no visual message
4.can be expensive compared to other media
advantages of advertising on newspaper
1.a lot of information can be put
2.hard copy available
disadvantages of advertising on newspaper
1.usually black and white, unattractive
2.bought by particular customers because of technology
advantages of advertising on magazines
1.specialist magazine can be very effective
2.colorful and more attractive than newspapers
3.hard copy available
disadvantages of advertising on magazines
1.more expensive than newspaper
2.published once a month or week
advantages of advertising on leaflets
1.cheap
2.may contain money-off voucher to encourage customers
3.detailed info
4.hard copy available
disadvantages of advertising on leaflets
1.may be ignored and not read
2.doesn’t reach a wide audience compared to other media
advantages of advertising on billboards
1.potentially seen by everyone who passes
2.can stay for a long while
disadvantages of advertising on billboards
1.can be missed as people go past them
2.no detailed info
what is promotion
marketing activities used to communicate with customers and potential customers to inform and persuade them to buy a business’s products.
types of sales promotion
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
factors affecting the choice of type of promotion used
1.stage of product life cycle
2.nature of the product itself
3.nature of the target market
what is marketing budget
financial plan for the marketing of a product for a specified period of time
what is public relationship/sponsorship
it covers a broad series of activities where a business manages it’s relationship with different parts of the public
objectives of public relationship
1.achieve favourable publicity about the business
2.build the image and reputation of the business
3.communicate effectively with customers
objectives of sponsorship
1.create brand awareness
