Chapter 39: Promotion (Version) Flashcards
What are the two main methods of promotion?
Above-the-line promotion and Below-the-line promotion
What is Above-the-line promotion?
Placing adverts using the media.
Advertising
Communication between a business & its customers where messages are placed in the media to encourage the purchase of products.
What is Below-the-line promotion?
Any promotion that does not involve using the media.
Why do businesses use promotion?
To obtain and retain customers, improve brand image, and inform consumers.
What are some aims of promotion?
Tell consumers about a new product, remind them of existing products, reassure customers, and counter competitors.
What are the advantages of TV advertising?
Huge audience, product demonstration, and creative impact.
What are the disadvantages of TV advertising?
Expensive, short-lived message, some viewers avoid ads, delayed shopping response.
What are the advantages of newspaper and magazine ads?
National/local reach, reference back, link to articles, targeted specialist magazines, relatively cheap.
What are the disadvantages of newspaper and magazine ads?
No movement/sound, lost in other ads, rivals’ ads present.
What are the advantages of cinema advertising?
Big impact, sound and movement, targeted age groups, local/national reach.
What are the disadvantages of cinema advertising?
Limited audience, message seen once, short-lived impact.
What are the advantages of radio advertising?
Uses sound, cheap production, can target young audience.
What are the disadvantages of radio advertising?
Not visual, may be ignored, lacks impact, can be irritating.
What are the advantages of posters and billboards?
National campaigns, repeated viewing, short/sharp messages, large impact.
What are the disadvantages of posters and billboards?
Vandalism, limited information, hard to measure effectiveness.
What are the advantages of internet advertising?
Regular updates, targeted ads, measurable response, cheap and easy setup.
What are the disadvantages of internet advertising?
Pop-up ads can be annoying, technical problems may occur.
What are sales promotions?
Incentives like free gifts, coupons, loyalty cards, and BOGOF offers to boost sales.
What are examples of merchandising?
Eye-catching store layout, displays, and well-stocked shelves to encourage sales.
What is merchandising?
The way in which goods are arranged and placed in a store.
What is direct mailing?
Sending promotional materials via mail or email to potential customers.
What is personal selling?
Direct contact between salespeople and customers, such as door-to-door or call centers.
What is the role of exhibitions and trade fairs?
Allows businesses to showcase products and test markets.
What is the purpose of Public Relations (PR)?
Improving business image and increasing sales through media and public engagement.
Public relations
Attempt by a business to communicate with interested parties.
What are press releases?
Businesses providing media with news about their company for potential coverage.
What are press conferences?
Company representatives face the media to present information and answer questions.
What is sponsorship?
Businesses linking brands with events to gain publicity.
How do donations help businesses?
Enhances brand image by supporting charities and communities.
What is online targeted advertising?
Ads directed at specific users based on browsing history and preferences.
What is viral advertising?
Direct marketing technique which encourages users to share promotional content, spreading messages quickly.
How is social media used in advertising?
Social media platforms allow cheap, targeted, and interactive ads.
What are e-newsletters?
Regular digital publications sent to interested customers with company updates and offers.
What is branding?
Creating a recognizable product identity through names, symbols, and designs.
Why is branding important?
Differentiates products, builds loyalty, aids recognition, and allows price increases.
How do promotion methods vary across market segments?
Mass markets use TV/social media, niche markets use specialist ads.
What are product trials?
Allowing customers to try products at reduced prices before committing.
How are special offers used in marketing?
Discounts and promotions to attract customers, clear stock, or create interest.
How can branding extend across markets?
Strong brands can expand into other industries
Subscription pricing
The amount of money paid regularly for continuous access to a product or service.
Product positioning
The process of deciding how you want your market to think & feel about your product.
