Module 8 - Promotion

Question 1

What is Search Engine Optimisation?

Answer 1

Designing your website to appear at the top of the list

Using key words / strategies to increase the number of website visitors and get yourself higher up on the list

Question 2

Techniques that a business can use to increase its placements in search results

Answer 2

Google ads - pay to be there

Reviews

Performance of website - quality

Security of website - quality

Meta description - brief description below link on Google

Backlinks

Fresh content

Be more friendly and responsive

User experience

Question 3

What is influencer marketing?

Answer 3

Takes established practice of celebrity endorsement and putting it in an online context

Influencer often has loyal following

Question 4

Benefits of influencer marketing

Answer 4

Relatively low cost

Increases conversions (new customers)

Assisting the launch of a product

Boosting brand awareness

Improving a brands SEO

Question 5

What are the key factors a business should consider when deciding whether to us influencer marketing or not? (Bad wording - if they are deciding to use influencers)

Answer 5

Transparency - clarity on relationship between brand and influencer to followers eg #ad

Authenticity - influencer should’ve been chosen based on their ‘best fit’, not just due to number of followers

Vetting - background check on potential influencers eg negative press history

Question 6

What is Guerrilla Marketing

Answer 6

An unconventional form of inbound marketing that raises brand awareness among large audiences

Question 7

Different types of Guerrilla Marketing

Answer 7

Ambient marketing

Ambush marketing

Stealth marketing

Viral / buzz marketing

Guerilla projection advertising

Grassroots Marketing

Wild posting

Astroturfing

Street marketing

Question 8

What is ambient marketing? (Guerrilla marketing)

Answer 8

Using attention-grabbing object in a highly visible location

Eg an advertising campaign that can be used as a bench or rain shelter

Question 9

What is ambush marketing? (Guerrilla marketing)

Answer 9

The advertiser ambushes a specific area such as an event space in order to compete for exposure against competitors

Beefing out other companies

Question 10

What is Stealth Marketing? (Guerrilla marketing)

Answer 10

Marketing to consumer without them being aware

In films when a McDonald’s is used for food

Question 11

What is Viral / Buzz Marketing? (Guerrilla marketing)

Answer 11

Capture attention for consumers to them amplify the message themselves via social media

Question 12

What is Guerrilla projection advertising? (Guerrilla marketing)

Answer 12

Projecting a digital billboard onto the side of a building

Draws the attention of people on foot

Question 13

What is Grassroots Marketing? (Guerrilla marketing)

Answer 13

From the ground up - speak to individuals to convey brands message

Question 14

What is wild posting? (Guerrilla marketing)

Answer 14

Placing multiple posters in various locations

Question 15

What is astroturfing? (Guerrilla marketing)

Answer 15

Riskiest and least ethical

Creating artificial excitement around a product eg fake reviews

Question 16

What is street marketing? (Guerrilla marketing)

Answer 16

Promotion of products or services in public places

Eg promoters tieing red helium balloons to drains for the release of IT

Question 17

Key elements of the promotion mix (techniques)

Answer 17

Advertising

Personal selling

Publicity and public relations

Sales promotion

Question 18

A successful promotion mix:

Answer 18

Creates brand awareness

Creates interest in products / services

Helps generate revenue

Question 19

Advertising includes

Types of advertising

Answer 19

Trade advertising - B2B

Consumer advertising - B2C

Corporate advertising

Question 20

Advantages of advertising

Answer 20

Useful to create a long-term brand image

Possible dramatic impact on customer (John Lewis Christmas advert)

Question 21

Disadvantages of advertising

Answer 21

Difficulty in evaluating the effectiveness of advertising

If traditional advertising, can be expensive

Question 22

What is personal selling

Answer 22

Selling involving personal contact

Eg salesperson - bit like a recruiter

Question 23

Advantages of personal selling

Answer 23

Can permit the development of long-term customer relationships (b2b)

Gives scope for flexibility to satisfy individual customers requirements

Question 24

Disadvantages of personal selling

Answer 24

Potentially high cost per customer contacted

Higher exposure to people issues (clash of personalities between customer and salesperson)

Question 25

Publicity definition

Answer 25

Any type of news item about an organisation and it’s products / services conveyed through a mass medium

Often requiring no immediate cost to organisation

Question 26

Public relations definition

Answer 26

Active steps by an organisation to create understanding and goodwill between itself, it’s customers and the general public

Question 27

What is sponsorship

Answer 27

Involves providing finance in return for promotion of corporate image

Question 28

Advantages of sponsorship

Answer 28

Can be used to promote the whole company and therefore, all of its products and services

May be accepted as less biased info than targeted advertising by customers

Question 29

Disadvantages of sponsorship

Answer 29

Impossible to control media comments (eg alcohol companies)

Very difficult to assess the effect of publicity and PR on sales and profits

Question 30

What is sales promotion?

Answer 30

Any short-term or intermittent incentive designed to encourage the sale of products / services

Question 31

Examples of sales promotions

Answer 31

Competitions

Buy-back allowances

Cash-back offers

Coupons

Bargain packages

Merchandising allowances for retail distribution

Question 32

Advantages of sales promotion

Answer 32

Effect of this is easy to monitor

Stimulate immediate purchase

Creates interest in new products

Bring new customers into the space

Get rid of obsolete stock

Question 33

Disadvantages of sales promotion

Answer 33

Don’t guarantee customer loyalty

Stimulate harmful price war

High quality image could be damaged

Difficult to coordinate across branches

Question 34

Optimal promotion mix - the principle factors

What do you need to consider?

Answer 34

Actions of competitors

The cost, financial resources and available budget

Suitability and availability of alternative products or services

Past experience on cost effectiveness of each of these promotional tools

Question 35

What is digital marketing?

Answer 35

The use of electronic devices for marketing purposes

Question 36

Different types of marketing which include digital marketing

Answer 36

Social media

Search engine optimisation (SEO)

Influencer marketing

Question 37

What is a social media strategy?

Answer 37

A plan that details the what, when, how and why if all content posted on a businesses social media channels

Question 38

Business should think about the following when developing a social media strategy

Answer 38

Who is the business’ audience

Kind of content

What social media platform

How it wants to be perceived

What are the goals of the business

Question 39

How can social media be helpful with strategy and advertising

Answer 39

Allow a business to break through advertising boundaries and reach target markets that would otherwise be hard to connect with

Question 40

A robust social media strategy can result in the following benefits:

Answer 40

Social expansion

Focused results and personalised messages

Transparency

Purchasing decisions