Chapter 38: Promotion (Version)

Question 1

What are the two main methods of promotion?

Answer 1

Above-the-line promotion and Below-the-line promotion

Question 2

What is Above-the-line promotion?

Answer 2

Placing adverts using the media.

Question 3

Advertising

Answer 3

Communication between a business & its customers where messages are placed in the media to encourage the purchase of products.

Question 4

What is Below-the-line promotion?

Answer 4

Any promotion that does not involve using the media.

Question 5

Why do businesses use promotion?

Answer 5

To obtain and retain customers, improve brand image, and inform consumers.

Question 6

What are some aims of promotion?

Answer 6

Tell consumers about a new product, remind them of existing products, reassure customers, and counter competitors.

Question 7

What are the advantages of TV advertising?

Answer 7

Huge audience, product demonstration, and creative impact.

Question 8

What are the disadvantages of TV advertising?

Answer 8

Expensive, short-lived message, some viewers avoid ads, delayed shopping response.

Question 9

What are the advantages of newspaper and magazine ads?

Answer 9

National/local reach, reference back, link to articles, targeted specialist magazines, relatively cheap.

Question 10

What are the disadvantages of newspaper and magazine ads?

Answer 10

No movement/sound, lost in other ads, rivals’ ads present.

Question 11

What are the advantages of cinema advertising?

Answer 11

Big impact, sound and movement, targeted age groups, local/national reach.

Question 12

What are the disadvantages of cinema advertising?

Answer 12

Limited audience, message seen once, short-lived impact.

Question 13

What are the advantages of radio advertising?

Answer 13

Uses sound, cheap production, can target young audience.

Question 14

What are the disadvantages of radio advertising?

Answer 14

Not visual, may be ignored, lacks impact, can be irritating.

Question 15

What are the advantages of posters and billboards?

Answer 15

National campaigns, repeated viewing, short/sharp messages, large impact.

Question 16

What are the disadvantages of posters and billboards?

Answer 16

Vandalism, limited information, hard to measure effectiveness.

Question 17

What are the advantages of internet advertising?

Answer 17

Regular updates, targeted ads, measurable response, cheap and easy setup.

Question 18

What are the disadvantages of internet advertising?

Answer 18

Pop-up ads can be annoying, technical problems may occur.

Question 19

What are sales promotions?

Answer 19

Incentives like free gifts, coupons, loyalty cards, and BOGOF offers to boost sales.

Question 20

What are examples of merchandising?

Answer 20

Eye-catching store layout, displays, and well-stocked shelves to encourage sales.

Question 21

What is merchandising?

Answer 21

The way in which goods are arranged and placed in a store.

Question 22

What is direct mailing?

Answer 22

Sending promotional materials via mail or email to potential customers.

Question 23

What is personal selling?

Answer 23

Direct contact between salespeople and customers, such as door-to-door or call centers.

Question 24

What is the role of exhibitions and trade fairs?

Answer 24

Allows businesses to showcase products and test markets.

Question 25

What is the purpose of Public Relations (PR)?

Answer 25

Improving business image and increasing sales through media and public engagement.

Question 26

Public relations

Answer 26

Attempt by a business to communicate with interested parties.

Question 27

What are press releases?

Answer 27

Businesses providing media with news about their company for potential coverage.

Question 28

What are press conferences?

Answer 28

Company representatives face the media to present information and answer questions.

Question 29

What is sponsorship?

Answer 29

Businesses linking brands with events to gain publicity.

Question 30

How do donations help businesses?

Answer 30

Enhances brand image by supporting charities and communities.

Question 31

What is online targeted advertising?

Answer 31

Ads directed at specific users based on browsing history and preferences.

Question 32

What is viral advertising?

Answer 32

Direct marketing technique which encourages users to share promotional content, spreading messages quickly.

Question 33

How is social media used in advertising?

Answer 33

Social media platforms allow cheap, targeted, and interactive ads.

Question 34

What are e-newsletters?

Answer 34

Regular digital publications sent to interested customers with company updates and offers.

Question 35

What is branding?

Answer 35

Creating a recognizable product identity through names, symbols, and designs.

Question 36

Why is branding important?

Answer 36

Differentiates products, builds loyalty, aids recognition, and allows price increases.

Question 37

How do promotion methods vary across market segments?

Answer 37

Mass markets use TV/social media, niche markets use specialist ads.

Question 38

What are product trials?

Answer 38

Allowing customers to try products at reduced prices before committing.

Question 39

How are special offers used in marketing?

Answer 39

Discounts and promotions to attract customers, clear stock, or create interest.

Question 40

How can branding extend across markets?

Answer 40

Strong brands can expand into other industries

Question 41

Subscription pricing

Answer 41

The amount of money paid regularly for continuous access to a product or service.

Question 42

Product positioning

Answer 42

The process of deciding how you want your market to think & feel about your product.