the marketing mix: promotion

Question 1

what is the meaning of promotion

Answer 1

where marketing activities aim to raise customers awareness of a products or brand, generating sales and helping to create brand loyalty

Question 2

whare are the two types of promotion

Answer 2

above the line and below the line

Question 3

what are the aims of promotion

Answer 3

inform ppl abt particular issues, used by gov 
introduce new products on the market 
compete with competitors product 
improve company image 
increase sales 
create brand image

Question 4

what are the aims of promotion

Answer 4

inform ppl abt particular issues, used by gov 
introduce new products on the market 
compete with competitors product 
improve company image 
increase sales 
create brand image

Question 5

what is the meaning of advertising

Answer 5

a form of above the line promotion

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

Question 6

what are the 2 forms of advertising and their meaning

Answer 6

persuasive: advertising or promotion which is trying to persuade the consumer that they really need the products and should buy it
informative: emphasis of advertising to sale promotion is to give full information about the product

Question 7

what is the advertising process

Answer 7

set objectives- decided advertising budget-create advertising campaign- select media - evaluate effectiveness

Question 8

what is the meaning of target audience

Answer 8

ppl who are potential buyers of a product or service

Question 9

what are the 9 forms of advertising

Answer 9

tv, radio, internet, other forms of publicity, newspaper, specialist magazine, poaster, cinema, DVD, leaflets

Question 10

what are the advantages and disadvantages of tv

Answer 10

reaches the largest amount of ppl, can reach target audience, can be attractive
expensive, youth wonts see it

Question 11

what are the advantages and disadvantages of advertising on radio

Answer 11

cheaper than tv, can reach large audience, catchy tunes can be remembered
non visual, still expensive, need to be memorable cuz customers can look back, not wide audience as tv

Question 12

what are the adv and disadv of newspaper

Answer 12

can reach particular grp, can reach large amount of ppl, cheap and effective, permanent, a lot of info
only b&w, young ppl dont buy

Question 13

what are the adv and disadv of advertising on magazine

Answer 13

colourful, can reach target audience

only published once a month, more expensive than np

Question 14

what is the adv and disadve of posters/ billboards

Answer 14

permanent, relatively cheap and potentially seen by everyone who passes
can be missed, no detailed info

Question 15

what are the adv and disadve of cinema and DVD

Answer 15

visual image, relatively cheap, effective to target audience

seen by only limited ppl

Question 16

what are the adv and disadv of leaflets

Answer 16

cheap, given to wide range, can be delivered to large number, permanent and can be kept for future and contain money off to encourage to read
can lead to junk meal and discourage ppl frm buyinh, may be missed

Question 17

what are the adv and disadv of advertising on internet

Answer 17

large number see it, a lot of info, can lead to website to buy, email is cheap
can be missed, internet is limited, a lot of competition, security issues

Question 18

what are the avd and disadv of other forms of publicity

Answer 18

cheap eg delivery on vehicle

may not be seen by customer in target market

Question 19

what is sales promotion

Answer 19

incentives such as special offers or special deals aimed at consumers to achieve short-tem increase in sales
below the line

Question 20

what are the types of 8 sale promotions

Answer 20

after sale service, gifts, price reduction, BOGOF, competition, point of sale demonstration ,free samples , product placement

Question 21

what is the use of after sale service

Answer 21

encourages consumers to buy them as there is assurance

Question 22

what is the use of giving gifts such as coupons

Answer 22

aim for consumers to continue buying even after promotion

Question 23

what is the use of price reduction

Answer 23

encouraged ppl to try products and become regular customer

Question 24

what is the use of free samples

Answer 24

customer tries it and becomes loyal consumer

Question 25

what are the adv and disadv of product placement

Answer 25

can reach target audience

expensive and can be seen in a bad way

Question 26

what are the advantages of sales promotion

Answer 26

promote sales at times in the year where sales are traditionally low
encourages new customers to try existing product
encourages consumers to try a new product
encourages existing consumer to buy product more often or in bigger quantities, increasing consumer loyalty
encourages customers to buy your product instead of competing brand

Question 27

what is marketing budget

Answer 27

financial plan for the product or product range for a specific period of time

Question 28

what us the use of public relation/ sponsorship

Answer 28

raise awareness