the marketing mix: promotion Flashcards
what is the meaning of promotion
where marketing activities aim to raise customers awareness of a products or brand, generating sales and helping to create brand loyalty
whare are the two types of promotion
above the line and below the line
what are the aims of promotion
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
what are the aims of promotion
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
what is the meaning of advertising
a form of above the line promotion
paid for communication with potential customers about a product to encourage them to buy it
what are the 2 forms of advertising and their meaning
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
what is the advertising process
set objectives- decided advertising budget-create advertising campaign- select media - evaluate effectiveness
what is the meaning of target audience
ppl who are potential buyers of a product or service
what are the 9 forms of advertising
tv, radio, internet, other forms of publicity, newspaper, specialist magazine, poaster, cinema, DVD, leaflets
what are the advantages and disadvantages of tv
reaches the largest amount of ppl, can reach target audience, can be attractive
expensive, youth wonts see it
what are the advantages and disadvantages of advertising on radio
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
what are the adv and disadv of newspaper
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
what are the adv and disadv of advertising on magazine
colourful, can reach target audience
only published once a month, more expensive than np
what is the adv and disadve of posters/ billboards
permanent, relatively cheap and potentially seen by everyone who passes
can be missed, no detailed info
what are the adv and disadve of cinema and DVD
visual image, relatively cheap, effective to target audience
seen by only limited ppl
what are the adv and disadv of leaflets
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
what are the adv and disadv of advertising on internet
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
what are the avd and disadv of other forms of publicity
cheap eg delivery on vehicle
may not be seen by customer in target market
what is sales promotion
incentives such as special offers or special deals aimed at consumers to achieve short-tem increase in sales
below the line
what are the types of 8 sale promotions
after sale service, gifts, price reduction, BOGOF, competition, point of sale demonstration ,free samples , product placement
what is the use of after sale service
encourages consumers to buy them as there is assurance
what is the use of giving gifts such as coupons
aim for consumers to continue buying even after promotion
what is the use of price reduction
encouraged ppl to try products and become regular customer
what is the use of free samples
customer tries it and becomes loyal consumer
