PROMOTION

Question 1

What is promotion

Answer 1

Attempt using various media to draw attention to a product and gain or retain customers

Question 2

what does promotion allow the consumer to do

Answer 2

to find out about products
2 make educated choices about goods we consume
3 encourages waste of resources
4 punches up prices
5 Encourages greed and envy

Question 3

What are the objectives of promotion

Answer 3

1 to provide potential customers with information about products so consumers know benefits of using product and where to access products
2 to increase sale and market share by targeting new and existing customers
3 to give the product an image or establish a brand identity
4 to establish a corporate image
5 to enable long term business planning to take place

Question 4

What are the phases a consumer moves through before buying a product

Answer 4

1 being unaware of the products existence
2 aware of the products existence
3 understanding benefits of the product
4 establishing a commitment to the product
5 purchasing the product

Question 5

Two categories of promotion

Answer 5

1 above the line
2 below the line

Question 6

Describe above the line promotion

Answer 6

1 advertising
2 used to reach a mass audience
3 different to promotion
4 carried out through various independent media eg tv magazines newspapers internet

Question 7

What does the choice of media used for advertising depend on

Answer 7

1 target market
2 whether objective is to convey information or another type of message
3 cost
4 the reach of the media
5 the product itself

Question 8

Describe below the line promotion

Answer 8

1 alternative promotional strategies to support above the line promotion
2 it targets consumers directly
3 only used for short periods

Question 9

Give examples of below the line promotions

Answer 9

1 personal selling
2 packaging
3 sales promotions
4direct mailing
5 exhibitions and trade fairs
6 public relations

Question 10

List the factors which impacting of which promotional strategy is used

Answer 10

1 product differentiation - make the product stand out
2 marketing budget available -
3 stage in the product life cycle - early stage of life cycle may adopt an informative approach when more mature a more persuasive approach
4 cultural sensitivity - if being launched in a new international market
5 the target market - where are they likely to access the promotion
6 competitor actions- need to react to ensure you protect market share