Promotion - Marketing Flashcards
What are the purposes of promotion?
Any promotion used by a business will aim to achieve at least one of the following aims:
• inform consumers that the product exists;
• provide consumers with information about what the product is and what it does;
• persuade consumers to buy the product;
• convince consumers to buy from the business instead of from its competitor
What are the 2 categories of advertising?
• Traditional advertising: advertising methods which have been around for a long time, e.g. print and television.
• Digital advertising: methods which have come about due to developments in technology, e.g. SMS and websites
What are some traditional advertising?
- television
- newspaper
- billboards
- cinema
What is television advertising?
adverts combining audio and video shown during
the breaks of shows.
What are the advantages of television?
• Potential to reach very large audiences as many people watch TV.
• Demonstrations of the product can be given.
What are the disadvantages of television?
• A relatively expensive method of advertising.
• Modern technology and ‘channel hopping’ means
consumers can avoid watching TV adverts.
What is newspaper advertising?
printed adverts containing text and images.
What are the advantages of newspaper?
• Consumers can cut adverts out to keep for future reference.
• Customers can be targeted through choice of newspaper.
What are the disadvantages of newspaper?
• Limited to only text and images, which makes it
difficult to make adverts memorable.
• Newspapers contain many adverts, making it
difficult to stand out from the crowd
What is billboard advertising?
- posters placed on large signs usually at the side
of busy roads
What are the advantages of billboards?
• Consumers will see the advert repeatedly, increasing the chances of them remembering it.
• Usually placed in busy areas, meaning that lots of consumers will see it
What are the disadvantages of billboards?
• Can only contain a small amount of information as
most people will pass it quickly.
• Can get vandalised or damaged by weather
What is cinema advertising?
adverts combining audio and video shown before
the start of films
What is the advantages of cinema?
• Advanced sound and screen technology can make adverts more engaging.
• There is a captive audience who will see the advert.
What are the disadvantages of cinema?
• Only a relatively small number of people will see the advert at any one time.
• Some consumers purposely arrive late to screenings to avoid the adverts.
What are some digital advertising?
- internet adverts
- SMS
What is internet adverts?
- banners and adverts placed at the top and sides of websites.
What are some advantages of internet adverts?
• Adverts can reach a global audience if consumers around the world visit the website.
• Can target specific market segments by their interests and the websites that they use
What are some disadvantages of internet adverts?
• Consumers will ignore the adverts if they are
focused on the content of the website.
• Can be difficult to stand out from the many other
adverts consumers will see when browsing the
internet
What is SMS advertising?
text messages sent to customers
What are some advantages of SMS?
• Cost effective as the text can be sent to a large
volume of consumers simultaneously.
• Customers receive the SMS message instantly
What are some disadvantages of SMS?
• Customers can become annoyed if they receive
lots of SMS adverts.
• SMS message can only contain a very limited
amount of information.
What are some promotional strategies?
- special offers
- free samples
- free gift
- loyal scheme
- competition
- celebrity endorsement
What are special offers?
Special offers are short-term reductions in price which aim to encourage increased sales of a product. Common examples of special offers include buy one get one free (BOGOF) and percentage discounts, e.g. 20% off.
