Marketing (Promotion) Flashcards
Promotion
Communication between businesses and customers to make a customer aware of products
Why is promotion important
- To advertise the product -To increase sales
- Competitive advantage -Recognition/ Public relations
- Growth -Gain market share
Above the line promotion
Anything using the Media
There is no direct control because you are promoting to a wide audience
Below the line promotion
Using leaflets, flyers, newspapers ETC
Some direct control because you can put them in certain areas
Advertising
Largely through the Media
Creates interest
E.G. TV, Radio, Magazines, billboards
Sales promotion
Games competitions
Activities to attract a customers attention to the product
Special offers, BOGOF, Discount, sampling, 3 for 2
Direct marketing
Cold calls
Contacting customers to increase sales
Telemarking, mail, leaflets
Sponsorship
Publicity
Business pays for an activity or event to gain publicity
Could be televised, has wide coverage of promotional messages
Sponsored events E.G. Football
Why are bigger businesses likely to use advertising, sponsorships etc
- For a competitive advantage
- To attract customers
- To have association with success
- Allows businesses access to new markets
What factors influence the choice of promotional mix
- Nature of the product and market
- Affordability -Stage in product like cycle
- Competition -Availability of media
- Target market