the marketing mix: promotion

Question 1

Promotion

Answer 1

is where marketing activities aim to raise customer awareness of a product or brand generating sales

Question 2

Aims of promotion

Answer 2

• Create a brand image
• increase sales
• improve company image
• compete
• introduce new products on to the market

Question 3

Advertising

Answer 3

paid for communication with potential customers about a product to encourage them to buy it

Question 4

Informative advertising

Answer 4

is where the emphasis of advertising or sales promotion is to give information about the product

Question 5

Persuasive advertising

Answer 5

is advertising or promotion which is trying to persuade the consumer that they really need the product and should buy it.

Question 6

Target audience

Answer 6

refers to people who are potential buyers of a product

Question 7

Sales promotion

Answer 7

are incentives such as special offers or special deals aimed at customers to achieve short term increases in sales.

Question 8

After-sales service

Answer 8

These are services provided to a customer after they have purchased an expensive product such as a car or computer, it could be a service such as a warranty or guaranty.

Question 9

Gifts

Answer 9

This is when there are small packagings such as coupon codes or toys aimed at children, attached to the product, which encourages them to purchase it. These could also be codes which could be collected after buying several products and able to exchange those to a price.

Question 10

BOGOF

Answer 10

Buy one get one free

Question 11

Price reduction

Answer 11

This is when the company reduces the prices of the product for a specific time of the year, for example during holidays. They also attach coupons on newspapers or magazines, which would encourage customers to take advantage of these prices, and hopefully they become regular customers.

Question 12

Competitions

Answer 12

This is when the company attach an opportunity for the customer to enter competitions to win expensive items such as cars or tickets to a holiday, which encourages customers to buy the product.

Question 13

Point-of-sale displays and demonstrations

Answer 13

This is when, in the store the product is sold in, there is a special display of the product, for ex: the various uses and why it is better than other competitors.

Question 14

Free Samples

Answer 14

This is when the product is first given in a small quantity to the customer free of charge, mainly for food, shampoo or cleaning items, which encourages the customer to buy the product and hopefully buys it. Some samples are given when purchasing a product such as a washing machine where a free washing power might be given.

Question 15

Product placement

Answer 15

This is when the promoted by placing it in movies, tv shows etc. This is however expensive to carry out and it needs to create a good reputation tot he product to encourage people to buy it. Ex: Cars in James bond movies could be advertised by showing the brand

Question 16

Advantages of sales promotion

Answer 16

• It helps recover the sales that might fall in a certain time of the year
• Encourages new customers to try existing products
• Encourages customers to try new products
• Increases customer loyalty, so they would buy more

Question 17

Marketing budget

Answer 17

is a financial plan for the marketing of a product or product range for a specified period of time

Question 18

Public relations/Sponserships

Answer 18

This is when the company is promoted through sponsors such as in football games, tv shows etc.
Another way is companies donate their money to public charities to raise public awareness of the companies and encourage them to buy those products.