Chapter 15: Promotion Flashcards
Define promotion
Marketing activities aim to raise customer awareness of a product or brand, generating sales and increasing customer loyalty
Explain Advertisements
Involves above the line promotion such as advertising on Tv, social media, newspapers,magazines
Explain Sales promotion
Involves below the line promotions used for short periods of time to reinforce above the line promotions
What are the Aims of promotions?
1 To increase sales
2 To enter a product into a new market
3 To compete with competitors
4 To improve company’s image
5 To create a brand image
6 To inform people about issues with government
Define advertising
Paid for communication with potential customers about products and to encourage purchases
Informative advertising
Is where the emphasis of advertising is to give full information about product
Define Persuasive advertising
This when the business persuades the consumers that they need it/ to buy the product
What is the process of promotion?
1 Set objective
2 Decide on budget ( Future sales, Percentages of sales, how much to spend on advertising)
3 Advertising campaign
4 Advertising media
5 Evaluate the effectiveness of the campaign
What are all the types pf advertising media?
1 Tv
2 Radio
3 Newspaper
4 leaflets
5 magazines
6 Cinema
7 Billboards
8 Internal
9 Other forms such as vehicles
Define sales promotion
Sales promotion are incentives such as special offers or deals aimed towards consumers to achieve short term increase
Name and explain all sales promotion types
1 BOGOF
2 Gifts
3 Competitions
4 Product placement
5 Price reduction
6 Point of sales display
7 Free samples
8 After sales service
What are the advantages to SALES PROMOTION?
1 Encourages sales at the times of year when sales are low
2 Encourages NEW customers to try existing products
3 Encourages customers to buy NEW products
4 Encourages customers to buy larger quantities
5 Encourages customers to buy businesses products instead of competitors
