Promotions Flashcards
1
Q
Objectives of promotions (4)
A
- create awareness or informing costumers
- convincing costumers to buy
- remindig costumers
- enhancing brand image/corporate image
2
Q
types of promotions(2)
A
- above-the-line promotion/advertising
- below-the-line promotion/advertising
3
Q
types of above-the-line advertising(3) and what are they?
Which stage of the product life cycle do we use them?
A
- informative advertising: tell you about the product and service (introduction and growing stage)
- persuasive advertising: want you to feel stg about the product or service and connect it to you somehow -> you buy it (growing stage)
- reassuring advertising: remind you that it exists, good job you bought the product, so you might buy it again (maturity stage)
4
Q
types of below-the-line advertising(4) and what are they?
A
- direct marketing: pl. corvinus logo on the startup screen, pizza flyers in mailboxes, company pens, japan trainstation
- personal selling: when the sale involves a salesperson (all car sales work this way)
- public relations(CSR-Corporal Social Responsibility): make the public to percieve the company, pl. support the national sports team - support charities
- sales promotions: try to make the people in the store to impulse buy
!!!MOST DECISIONS ARE MEDE BY EMOTIONS!!!
5
Q
some examples for sales promotions:
A
- money-off coupons: joy-napok, glamour-napok
- point of sale displays: manekins in the stores
- free offers/gifts/samples: douglas free samples
- competitions: win stuff, coca-cola code in the cap
- buy one get one free
