the marketing mix: promotion Flashcards
1
Q
aims of promotion
A
- introduce a new product
- increase sales
- establish brand image
- compete with rival products
- inform customers about new features
2
Q
advertising process
A
- 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
3
Q
newspaper advantages
A
- can be kept for future reference
- detailed information can be added
4
Q
newspaper disadvantages
A
- younger generation may not read
- adverts not appealing if in black and white, and if coloured then more money must be spent
5
Q
television advantages
A
- large number of people will see
- audio and visual means product can be presented in an attractive manner
6
Q
television disadvantages
A
- expensive
- not everybody watches TV, many have switched to streaming platforms
7
Q
radio advantages
A
- many people can hear
- less expensive than TV
8
Q
radio disadvantages
A
- audio only
- not as wide a coverage as TV
9
Q
magazines advantages
A
- colourful and attractive ads
- can be targeted to a specific group
10
Q
magazine disadvantages
A
- not purchased often
- relatively more expensive than newspapers
11
Q
posters advantages
A
- relatively cheap
- everybody who is passing by will see
12
Q
poster disadvantages
A
- lacks detailed information
- can easily be missed as people pass by
13
Q
leaflets advantages
A
- cheap
- ads can be kept for future reference
14
Q
leaflets disadvantages
A
- sometimes can be discarded as junk
- persistent handouts may annoy customers from buying product
15
Q
cinema, DVD, blu ray advantages
A
- visually attract customers
- relatively cheap method
16
Q
cinema, DVD, blu ray disadvantages
A
- seen by a limited number of people
17
Q
internet advantages
A
- detailed information can be included
- orders can be placed immediately
18
Q
internet advantages
A
- increased competition from other firms
- some places have limited internet access
19
Q
types of sale promotion
A
- 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
20
Q
sales promotion advantages
A
- 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
21
Q
sales promotion disadvantages
A
- methods are expensive
- only boost short term sales
- promotion tactics may not be viable to everyone eg. certain age groups
22
Q
points regarding marketing budget
A
- 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
23
Q
factors affecting promotion type used
A
- 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.
