Marketing Mix - Promotion Flashcards
1
Q
What is the main aim of promotion?
What is another aim of promotion?
A
Main aim: To ensure that customers are aware of the existence and positioning of products.
It is also used to persuade customers that the product is better than competing products.
2
Q
What are the four areas of promotion?
A
- Advertising
- Personal selling
- Sales promotion
- Direct marketing
3
Q
State two advantages of using advertising
A
- Repetition ensures a clear message is conveyed
- Wide coverage
- Can build brand loyalty
4
Q
State two disadvantages of using advertising
A
- Expensive
- Impersonal
- Inability to close the sale
5
Q
State two advantages of using personal selling
A
- Potential to build relationships
- Tailored to customer needs
- Can help close a sale
6
Q
State two disadvantages of using personal selling
A
- Expensive
- Labour intensive
- Can only reach a limited number of customers
7
Q
State three examples of sales promotion
A
- Coupons
- Money off
- Free samples
- Loyalty points
- Buy one get one free
8
Q
State two advantages of using sales promotion
A
- Effective at achieving a quick boost in sales
- Encourages brand loyalty
9
Q
State two disadvantages of using sales promotion
A
- Short term affects
- May damage brand image
10
Q
State two advantages of using direct marketing
A
- Cost effective (if customer database is well managed)
- Easy to measure success
- Can personalize the message
11
Q
State two disadvantages of using direct marketing
A
- Response rates vary
- Negative image of junk / spam mail
- Expensive to maintain and keep databases accurate
