Promotion

Question 1

What is promotion?

Answer 1

Promotion refers to the methods used by a business to make customers aware of its product.

Question 2

What are the 4 main types of promotion?

Answer 2

• advertising
• sales promotions
• personal selling
• direct marketing

Question 3

What is advertising?

Answer 3

Advertising, where a business pays for messages about itself in mass media such as television or newspapers. Advertising is non-personal and is also called above-the-line promotion.

Question 4

What are sales promotions?

Answer 4

Sales promotions, which encourage customers to buy now rather than later. For example, point of sale displays, 2-for-1 offers, free gifts, samples, coupons or competitions.

Question 5

What is personal selling?

Answer 5

Personal selling using face-to-face communication, e.g employing a sales person or agent to make direct contact with customers.

Question 6

What is direct marketing?

Answer 6

Direct marketing takes place when firms make contact with individual consumers using tactics such as ‘junk’ mail shots and weekly ‘special offer’ emails.