Promotion Flashcards
Definition of Promotion
Process of a business communicating with stakeholders about its products and organisation
Promotion strategy
Is an action plan to deliver set marketing objectives
What does promotion aim to do? (List)
Obtain and maintain customers
Create a brand image
Promotion strategy (list)
Using the promotional mix of
Advertising
Direct response mailing
Sales promotion
Public relations
Direct selling
Advertising
Is paid for communication using mass media. Eg TV ads
Above the line promotion
Advertising in the media. Eg TV, newspapers, internet etc
Categories of advertising (list)
Informative
Persuasive
Reassuring
Below the line promotion
Any type of promotion that does not involve advertising. Eg sponsorship, direct mail, PR, etc.
Direct mail
When firms send emails to potential customers, but is most effective with existing customers.
Sales promotion
Encourages trial or repeat purchase ie an extension strategy in the product life cycle.
Sponsorship
When a firm pays money to support an event or person in exchange for advertising
Public relations
Use press releases and meeting to influence media coverage of a firm.
When deciding on the type of promotion, a firm takes into consideration (list)
Cost of advertising
Type of market
Type of product
Type of customer
Product life cycle
