Promotion Mix (Specific Tools)

Question 1

Advertising

Answer 1

Paying to spread a message to many people at one time

ex. video, print, digital magazines, newspapers, radio, social media

Question 2

Sales Promotion

Answer 2

Trade Promotion: sales promotion targeted towards businesses

short-term incentives to increase sales for existing customers

ex. coupons, games, rebates, mail-in offers

Question 3

PR and Publicity

Answer 3

Communication to improve and promote the company’s image by the PR department or external PR company

ex. press releases, news conferences, buzz-worthy events, publicity

Question 4

Sponsorships

Answer 4

Financial support for events and venues that can target specific consumer groups to enhance image and generate PR

ex. sports events, cultural festivals, community initiatives

Question 5

Direct Promotion

Answer 5

Personalized and interactive promotional materials

ex. postal mail, flyers, catalogs, telephones, television, computers, tablets

Question 6

Mail, Flyers, Catalogs

Answer 6

Kept in the home for a long-time and activates multiple senses, it drives consumers to online and offline channels for purchase

Question 7

Digital/Online Marketing

Answer 7

Connecting and interacting with existing and potential customers

ex. company website, email, search ads, display ads, company blogs, third-party chatrooms, forums, social media

Question 8

Mobile Marketing

Answer 8

Part of online marketing, messages are delivered to smart devices because of geotargeting

ex. Location-based promotions

Question 9

Professional Selling

Answer 9

Informing customers that have specific needs (mostly B2B)

ex. telephone calls, face-to-face interactions, digital platforms