Marketing (Promotion) Flashcards

1
Q

Promotion

A

Communication between businesses and customers to make a customer aware of products

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2
Q

Why is promotion important

A
  • To advertise the product -To increase sales
  • Competitive advantage -Recognition/ Public relations
  • Growth -Gain market share
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3
Q

Above the line promotion

A

Anything using the Media

There is no direct control because you are promoting to a wide audience

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4
Q

Below the line promotion

A

Using leaflets, flyers, newspapers ETC

Some direct control because you can put them in certain areas

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5
Q

Advertising

A

Largely through the Media

Creates interest

E.G. TV, Radio, Magazines, billboards

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6
Q

Sales promotion

A

Games competitions

Activities to attract a customers attention to the product

Special offers, BOGOF, Discount, sampling, 3 for 2

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7
Q

Direct marketing

A

Cold calls

Contacting customers to increase sales

Telemarking, mail, leaflets

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8
Q

Sponsorship

A

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

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9
Q

Why are bigger businesses likely to use advertising, sponsorships etc

A
  • For a competitive advantage
  • To attract customers
  • To have association with success
  • Allows businesses access to new markets
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10
Q

What factors influence the choice of promotional mix

A
  • Nature of the product and market
  • Affordability -Stage in product like cycle
  • Competition -Availability of media
  • Target market
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