Promotion Mix Flashcards
What are the five elements of the promotion mix?
Advertising, personal selling, sales promotion, public relations, and direct marketing.
Why is an integrated marketing communications (IMC) approach important?
It ensures a clear, consistent, and competitive message across all channels.
Coca-Cola uses IMC to align advertising, sponsorships, and social media campaigns.
What is the primary role of advertising in the promotion mix?
To build brand awareness and influence consumer attitudes.
Why is storytelling important in advertising?
It evokes emotional responses and creates a connection with the audience.
John Lewis’s Christmas ads are iconic for their emotional storytelling.
What is ambient advertising?
Using unconventional locations or settings to deliver messages.
Give an example of successful product placement.
Coca-Cola’s visibility in Stranger Things highlights its retro brand image.
What is sales promotion?
Short-term incentives to encourage purchases.
What are common types of consumer sales promotions?
Coupons, discounts, free samples, and loyalty programs.
Morrisons uses personalized discounts through its loyalty app.
How does public relations differ from advertising?
PR focuses on managing the company’s image through earned media rather than paid media.
What are the main goals of public relations?
Building credibility and maintaining a positive brand image.
Dove’s “Real Beauty” campaign generated positive PR about body positivity.
Why do companies use sponsorships?
To generate publicity and foster positive brand associations.
Name a successful sponsorship campaign.
Nike’s sponsorship of Serena Williams enhances its brand’s alignment with excellence and empowerment.
What is direct marketing?
Communicating directly with consumers to promote products or services.
What tools are commonly used in direct marketing?
Email, SMS, direct mail, and telemarketing.
Tesco’s loyalty card program uses direct marketing to target personalized offers.
What is personal selling?
Direct interaction between a salesperson and a customer to make a sale.
