Promotion Flashcards
What is promotion
Bringing a product or range of products to the attention of existing and potential customers
What is promotion’s place in the marketing mix
- Communicating with the customer
- Communicating the benefits of the product
- Plays a pivotal role in conveying value for money
What is the purpose of promotion
- Persuade customers
- Increase awareness
- Remind customers about product
- Establish brand identity
What are some of the parts of the promotional mix
- Sponsorship
- Advertising
- Personal selling
- Promotions
- Public relations
- Direct marketing
What are the 2 types of promotion
Above the line and below the line
What is above the line promotion?
Using mass media to aim promotion at a segment, but audience is uncontrollable
Main aim: reach potential and remind existing customers
What is below the line promotion?
Business has direct control over the target audience
Does not use mass media
Examples: junk email, on-pack promotion, text messages
What is advertising?
- A paid form of communication through media
- Aims to reach a large audience
- Can be informative or persuasive
- Not personalised due to cost
What are the 2 types of Advertising
Persuasive:
- Entices the customer to buy
Informative:
- Provides information about the product (e.g., government announcements)
What are the different ways of advertising using the media
- Television
- Radio
- Internet
- Transport
- Posters/Billboards
- Newspapers and magazines
What are the factors affecting the choice of advertising media
- Budget/Cost
- Campaign objectives
- Type of product
- Target audience
- Timing
