promotion: the promotional mix

Question 1

how can enterprises attract customers?

Answer 1

promote their products so that everyone who is likely to buy the products knows about them

Question 2

what is the promotional mix?

Answer 2

the different methods of communication that an enterprise uses to attract customers

Question 3

what is promotion?

Answer 3

any method of communication that tries to encourage current and potential customers to buy products

Question 4

what are 2 examples of promotion?

Answer 4

1. adverts on tv
2. money-off coupons in magazines

Question 5

what can promotion be used to create?

Answer 5

a positive image of the enterprise in the minds of current and potential customers

Question 6

what can promotion be used to encourage?

Answer 6

current and potential customers to buy products

Question 7

why would enterprises choose a combination of methods?

Answer 7

it depends on their product and their suitability for the size of the enterprise

Question 8

what are the 5 methods of promotion?

Answer 8

1. direct marketing
2. advertising
3. sales promotion
4. personal selling
5. public relations

Question 9

what is the above the line promotion?

Answer 9

paid-for promotions

Question 10

what are 5 above the line promotion?

Answer 10

1. tv advertisements
2. radio advertisements
3. cinema advertisements
4. press advertisements
5. google pay-per-click

Question 11

what is the below the line promotion?

Answer 11

all other types of promotions

Question 12

what are 6 examples of below the line promotion?

Answer 12

1. sales promotion
2. mailshots
3. email newsletter
4. press-features
5. celebrity endorsements
6. personal selling