Chapter 57, Promotion

Question 1

Promotion

Answer 1

is a collection techniques to persuade consumers to buy a product or service

Question 2

Above the line promotion

Answer 2

media where there is no direct contact with the potential consumer

• Television
• Radio
• Cinema
• Newspapers
• Sponsorship

Question 3

Below the line Promotion

Answer 3

media the business can directly contact the potential consumer

• Sales Promotion
• Packaging
• Direct Marketing
• Digital marketing
• Merchandising
• Email
• Trade fairs
• Telesales
• Personal selling

Question 4

Drip Marketing

Answer 4

information is sent to the consumer bit by bit which can generate popularity and ‘hype’ as well as keeping the public up to date

Question 5

Viral Marketing

Answer 5

uses social media to increase their brand presence and image

Question 6

Advertising Elasticity of demand

Answer 6

measures the extent that spending on advertising will have an effect on demand
Percentage change in demand / Percentage change in advertising