the marketing mix: promotion

Question 1

aims of promotion

Answer 1

• introduce a new product
• increase sales
• establish brand image
• compete with rival products
• inform customers about new features

Question 2

advertising process

Answer 2

• set objectives: what to achieve
• set advertising budget: how much will be allocated
• create advertising campaign: decide who to focus on and how
• select appropriate advertising media
• evaluate the success and impact

Question 3

newspaper advantages

Answer 3

• can be kept for future reference
• detailed information can be added

Question 4

newspaper disadvantages

Answer 4

• younger generation may not read
• adverts not appealing if in black and white, and if coloured then more money must be spent

Question 5

television advantages

Answer 5

• large number of people will see
• audio and visual means product can be presented in an attractive manner

Question 6

television disadvantages

Answer 6

• expensive
• not everybody watches TV, many have switched to streaming platforms

Question 7

radio advantages

Answer 7

• many people can hear
• less expensive than TV

Question 8

radio disadvantages

Answer 8

• audio only
• not as wide a coverage as TV

Question 9

magazines advantages

Answer 9

• colourful and attractive ads
• can be targeted to a specific group

Question 10

magazine disadvantages

Answer 10

• not purchased often
• relatively more expensive than newspapers

Question 11

posters advantages

Answer 11

• relatively cheap
• everybody who is passing by will see

Question 12

poster disadvantages

Answer 12

• lacks detailed information
• can easily be missed as people pass by

Question 13

leaflets advantages

Answer 13

• cheap
• ads can be kept for future reference

Question 14

leaflets disadvantages

Answer 14

• sometimes can be discarded as junk
• persistent handouts may annoy customers from buying product

Question 15

cinema, DVD, blu ray advantages

Answer 15

• visually attract customers
• relatively cheap method

Question 16

cinema, DVD, blu ray disadvantages

Answer 16

• seen by a limited number of people

Question 17

internet advantages

Answer 17

• detailed information can be included
• orders can be placed immediately

Question 18

internet advantages

Answer 18

• increased competition from other firms
• some places have limited internet access

Question 19

types of sale promotion

Answer 19

• after sales service: provide repairs, exchange and reassurance to encourage expensive services
• gifts: small gifts in packaging can attract consumers
• BOGOF: buy one get one free encourages customers to buy more of the product
• price reductions: can be done at specific times along with monetary coupons to encourage repeat purchases
• competitions: winning exciting prices acts as incentives for customers to buy
• point of sales displays and demonstrations: shows how it is used to encourage purchase
• free samples: foods, perfumes, cleaning supplies etc. allows customers to try before buying for free and then purchase
• product placement: branded goods and services can be featured in television programmes and music videos associated with brand image to encourage buying

Question 20

sales promotion advantages

Answer 20

• encourages new customers to buy existing product
• encourages existing customers to buy new product
• encourages customers to buy your product over competitors
• increases sales at the time of year when sales are low

Question 21

sales promotion disadvantages

Answer 21

• methods are expensive
• only boost short term sales
• promotion tactics may not be viable to everyone eg. certain age groups

Question 22

points regarding marketing budget

Answer 22

• cost effectiveness needs to be evaluated: are the benefits worth the cost
• smaller businesses find it hard to compete with larger ones who have a greater budget
• must be enough to cover effective marketing of product

Question 23

factors affecting promotion type used

Answer 23

• stage of product life cycle: newer products may need more informative advertising
• nature of the product: producer or consumer good
• cultural issues: international marketing
• nature of the market: geographic location, age group etc.