promotion

Question 1

promotion definition

Answer 1

this is the way in which an organisation makes customers aware of their goods/services AND persuades them to buy it

Question 2

what is promotion and promotional activities

Answer 2

promotion = advertising the business e.g. posters

promotional activities = offers in shops e.g. BOGOF

Question 3

why do businesses advertise (4)

Answer 3

1) makes customers aware of new products
2) remind customers about existing products
3) persuade customers to switch from rival products
4) improve image of the business

Question 4

methods of advertising (9)

Answer 4

TV
radio
cinema
newspaper
websites
*bill-boards
*direct mail
*social media
celeb endorsement
*product placement

Question 5

describe the methods of promotion/advertisment

Answer 5

radio - product/service in the form of sound/music between songs/programmes on the radio

cinema - visual information/sound shown before a certain film in the cinema depending on the target market

newspaper - product/service information placed in news paper/magazine - can be text and pictures

celebrity endorsement - celebrities are paid to use/wear product on social media, in public, in front of paparazzi.

• bill boards - large posters by the road with information in the form of text and pictures
• direct mail - an advert , eg leaflet is sent through the post to the customer
• social media - websites and apps that enable users to create and share content in pictures/videos/text format
• product placement - films or TV programmes purposley include products as a strategy to bring attention to customers

Question 6

what are special offers

Answer 6

promotional activity

business may decide to put their items ‘on promotion’ where they offer a deal in order to entice customers to buy from them (BOGOF, 241, Buy 3 get cheapest free)

Question 7

what are free samples

Answer 7

promotional activity
Businesses often offer free samples as a form of promotion, this lets potential customers try the product in the hopes they would enjoy it and make a purchase

Question 8

what are loyalty cards

Answer 8

promotional activity

customers can scan these as they shop and build ‘points’ with the business which is later exchanged for vouchers, or the card may instantly provide a discount

Question 9

what is ethical marketing

Answer 9

no matter which method of advertising a business chooses to use, it will have to make sure that the advert is ethical.
This means that the advert is fair and is not misleading or offensive to the consumer
Businesses can do this by abiding by advertising controls.

Question 10

examples of ethical marketing (3)

Answer 10

1) cigarettes are now covered up (unethical)
2) Cheryl Cole - L’Oreal advert has to state in small print at bottom of the screen that she was wearing hair extensions (misleading)
3) not using very skinny models anymore (unethical) (also bruh)

Question 11

importance of ethical marketing (3)

Answer 11

Creates a “responsible” reputation which may encourage sales
Attracts consumers by developing trust which may encourage loyal customers
Promotes a green image, which may attract customers to shop with an organisation over competitors who are not as ethical

Question 12

how do businesses use Technology in marketing

Answer 12

the marketing department will often use technology to help them with their roles ( the 4 P’s)

Websites
-these cab be used to allow customers to see products and their price

Microsoft Word
-This can be used to create posters to advertise a product

email
-this can be used to contact customers about products or promotional activities

text
-texts can be sent to customers about deals and promotions