Promotion

Question 1

The communication component of the marketing mix.

Answer 1

promotion

Question 2

It refers to all the activities that involve communication with the customer about the product, its benefits and features, and persuading them to buy it.

Answer 2

promotion

Question 3

Marketing Communication Model

Answer 3

sender (advertiser)- encoding-message- barriers- receiver (consumer)- decoding- feedback

Question 4

Objectives of Promotion

Answer 4

provide information, create interest, build awareness, stimulate demand, reinforce the brand

Question 5

Promotion Tools

Answer 5

advertising, personal selling, publicity, sales promotion, public relations, traditional media techniques, alternative media and techniques

Question 6

Steps before launching an advertising campaign

Answer 6

• identify the target market
• establish the advertising objectives
• determine the advertising message
• select the media vehicle
• manage and coordinate the marketing communication process

Question 7

Types of Media and Techniques Used in Advertising

Answer 7

traditional media and techniques (TMA)
alternative media and techniques
(AMT)
sales promotion
personal selling
public relations
publicity

Question 8

Under TMA

Answer 8

radio, television, print (newspaper and magazine)

Question 9

Under AMT

Answer 9

cinema, billboard, websites, social networking sites, directory advertising, product placement, e-mail advertising, transit advertising, online ads, direct response advertising, point of purchase/signs/posters/leaflets