Marketing Mix: Promotion

Question 1

What is the Promotions Mix, or Marketing Communications Mix?

Answer 1

The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.

Question 2

What is Integrated Marketing Communications?

Answer 2

Involves coordination of the promotion elements to deliver a clear, consistent and compelling message about the organisation and its brands.

Question 3

What are the objectives/tasks of marketing communications?

Answer 3

DRIP:
Differentiate
Reinforce
Inform
Persuade

Question 4

What does it mean to differentiate?

Answer 4

To position a brand so that it is perceived to be different to its competitors.

Question 5

What does it mean to reinforce?

Answer 5

To remind or reassure customers about a brand.

Question 7

What does it mean to inform?

Answer 7

To make customers aware of a brand’s existence or attributes.

Question 8

What does it mean to persuade?

Answer 8

To encourage customers to behave in particular ways.

Question 9

What are the two marketing communication strategies?

Answer 9

1) Push

2) Pull

Question 10

What is the PUSH strategy?

Answer 10

In a push strategy, the company ‘pushes’ the product to resellers who in turn ‘push’ it to consumers.

Business to business marketers usually push more.
- Putting their funds into personal selling, followed by sales promotion, advertising and public relations.

Question 11

What is the PULL strategy?

Answer 11

In a pull strategy, the company promotes directly to the final consumers, creating a demand vacuum that ‘pulls’ the product through the channel.

Business to consumer companies usually pull more.
- Putting their funds into advertising, followed by sales promotion, personal selling, and then public relations.