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Unit 5 > chapter 17- promotion > Flashcards

chapter 17- promotion Flashcards

1
Q

promotion

A

letting the public know that a product is on sale
get them interested in the product and motivated to buy it
communicating and persuading consumers to buy product

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2
Q

advertising

A

communication of information to a target market so they know the business has something for sale
convince them to purchase it
use different media (TV, radio, social media)

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3
Q

AIDA

A

Awareness
Interest
Desire
Action

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4
Q

functions of advertising

A 
1 give information
2 remind about a product
3 persuade to buy
4 offset competitors’ advertising
5 increase sales and profits
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5
Q

list types of advertising

A 
reminder
informative
persuasive
generic
comparative
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6
Q

reminder advertising

A

maturity
decline
Paddy power is fun

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7
Q

informative advertising

A

factual
recall a product
concert
eg salmonella

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8
Q

persuasive advertising

A

consumers need the product shows benefits

eg actimel

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9
Q

generic advertising

A

entire industry

eg buy Irish

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10
Q

comparative advertising

A

compare against competitors

eg Lidl vs Tesco

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11
Q

advertising media internet

A 
global audience
cost effective
social media
websites
pictures, sound, and movement
can be copied
customers ignore internet ads
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12
Q

advertising media TV

A 
can see products working
most seen medium in Ireland
targets a specific market
pictures, sound, and movement
expensive
skip ads
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13
Q

advertising media radio

A

cheaper than TV
reach local people
targets specific audience
only have sound

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14
Q

advertising media newspapers

A 
detailed
can be reread
costs less than TVs
target a specific audience
reach local people
quality not as good as TV
seen 1 day only
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15
Q

advertising media billboards

A 
cost less than TV
ad displayed for a long time
reach a local target market
only 1 add per billboard
no detailed info
hard to target market
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16
Q

advertising media direct mail

A 
personalise ad
reach target market
only 1 ad
expensive
consumers ignore mail
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17
Q

selecting an advertising media

list

A

habits target market
nature of product
the message
the cost

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18
Q

selecting an advertising media explain fully

A

1 habits target market
media used by your target audience- toys advertised when kids watch TV
2 nature of product
if it must be seen working, TV may have to be used
eg washing powder
3 the message
how much detailed info is required- written advert
4 the cost
promotion budget
local radio is cheaper than national

19
Q

ASAI

A 
advertising standard authority ireland
regukares advertising in Ireland
protects consumers from false, misleading and offensive advertisements 
public can complain to the ASAI
ASAI can ask an ad to be removed
20
Q

consumer protection act 2007

A 
makes it an offence for an advert to make false claims about goods
CCOV enforces the act
prohibition notices
compliance notices
on the spot penalties
consumer protection list
21
Q

sales promotion

A

the use of short-term incentives/“gimmicks” to attract customers. It adds to the attractiveness of the product

22
Q

aims of sales promotion

A

useful for stimulating sales
aims to attract new customers for the product and rewarding loyal consumers
increasing buying frequency among occasional consumers

23
Q

factors to consider when deciding the selling price

A 
1 cost per unit of the product
2 competitor prices
3 consumer expectations
4 legal regulations
5 market demand
24
Q

customer loyalty programmes

A

offering discounts
cash back points
reward the loyal
eg 1 free coffee for every 10

25
Q

special offers

A

free gift
may encourage the occasional customer to avail of the service more often
eg fulfill protein bars- 2 for €4

26
Q

competitions on social media

A

could encourage customers to share posts
this could be a reward for the loyal customers
eg Bodyfirst Nutrition (like and share competitions)

27
Q

merchandising

A

displaying products in an attractive way
could encourage impulse buying eg chewing gum at checkouts
eg fulfill bars at tills

28
Q

public relations PR

A 
refers to all activities related to creating a good public image for the product 
it aims to achieve favourable publicity
build corporate image
long term objective
PRO public relations office
29
Q

functions of PR

A

1 attract publicity when launching new products eg Michael o Leary as Pope to promote flights to Rome
2 targets certain customers- targets events for target market
3 build a positive image eg Ronald Mcdonald house
4 defend products that have bad publicity
Morgan Spurlock- 30 days gained weight- statement saying fruit salads are available too

30
Q

types of PR

sponsorship

A

businesses pay money so that their product name will be displayed
builds relationship with local community
creates awareness and brand loyalty
eg Kellogs GAA cúl camps

31
Q

types of pr

social media

A

FB/Twitter/ instagram
respond to negative comments
release official statements

32
Q

types of pr

charity partnership

A

good publicity

tesco blue tokens

33
Q

types of pr

celebrity endorsement

A

celebrities are paid to endorse/be associated with product
hope to drive up sales and have a positive impact on profits
eg michael jordan and nike

34
Q

personal selling

A

sales people meeting customers face to face
build a relationship
high tech items

35
Q

benefits of personal selling

A

persuasion- buy add on

information- educate consumers, better choice, repeat business, loyal

sales conversion- puts pressure on customer

36
Q

challenges of personal selling

A

staff training not be too aggressive

staff costs % of sales as a bonus

ruining the shop experience annoy customers

37
Q

mcdonalds promotional method

PR

A

sponsor children’s charities

target market is children, good public image

38
Q

mcdonald’s promotional methods

advertising

A

‘I’m lovin it’ Justin Timberlake song

association with stars helps control with target market

39
Q

mcdonald’s promotional methods

sales promotions

A

free gifts- toys

works as kids want free toy from the latest movie etc

40
Q

promotion impact of ICT

advertising

A

ICT has led to online advertising, much bigger impact on younger market segments. Younger consumers spend more time online- more money is spent advertising there

41
Q

promotion impact of ICT

public relations

A

ICT has allowed companies to use social media (Twitter, IG, etc) to interact with consumers. Businesses enhance their image through endorsements from social media users with lots of followers

42
Q

promotion impact of ICT

sales promotions

A

ICT has allowed for a much wider range of ‘share and win’ competitions on social media to incentives sales. Businesses also ask consumers to sign up for newsletters in exchange for discount codes. Businesses use pop-ups on browsers and websites

43
Q

promotion impact of ICT

personal selling

A

ICT has allowed salespeople to use smartphones to illustrate products in action. Live chat is used for direct online interaction

Unit 5 (8 decks)

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