Promotion in the Marketing Mix

Question 1

The marketing mix

Answer 1

The way in which a business uses price, product, place and promotion to market and sell it’s products.

Question 2

Promotion

Answer 2

Bringing a product or range of products to the attention of both existing and potential customers.

Question 3

Elements of the promotional mix

Answer 3

Advertising
Sponsorship
Direct marketing
Personal selling
Public relations
Sales promotion

Question 4

Advertising

Answer 4

Any paid method of promotion - the main form of above the line promotion.

Question 5

Sponsorship

Answer 5

Contributing to the costs involved in staging a sporting or artistic event in return for advertising.

Question 6

Direct marketing

Answer 6

Selling directly to a customer without the use of an intermediary:
Personal selling
Direct mailing

Question 7

Personal selling

Question 8

Public relations

Answer 8

A broad series of activities where a business manages its relationships with different parts of the public.

Question 9

Sales promotion

Answer 9

Offers designed to increase short-term sales
Also have the long-term goal of building brand loyalty

Question 10

Advantages of personal selling

Answer 10

Features of product can be explained and questions answered
Feedback gathered directly from customers

Question 11

Disadvantages of personal selling

Answer 11

Can be expensive to maintain a sales team if they work on commission

Question 12

Advantages of direct mailing

Answer 12

Can personalise the marketing message
Cost effective

Question 13

Disadvantages of direct mailing

Answer 13

Response rates vary enormously
Negative image of junk mail and email spam

Question 14

Advantages of advertising

Answer 14

Wide coverage and control of message
Can be used to build brand loyalty

Question 15

Disadvantages of advertising

Answer 15

Often expensive and impersonal
Limited ability to close a sale