The Marketing Mix Promotion

Question 1

Below the line

Answer 1

Through the use of more specifically targeting groups

E.g. Emails, door to door, merchandise

Question 2

Selecting the right media

Firms must consider

Answer 2

The reach: 
The number of people who will see it 
The frequency: 
The number of times within a period which someone will see it
The impact: 
The amount of money the may recieve 
The cost: 
Different media have different costs

Question 3

Promotions into the pipeline

Answer 3

These are promotions aimed at those involved in distributing a product e.g. Retailers

Question 4

Promotions out of the pipeline

Answer 4

These are promotions aimed at end users, usually to encourage them to make a product

Question 5

Above the line

Answer 5

1. Mass market media
2. Extremely expensive
   Examples
   Newspapers,magazines,radio, tv

Question 6

Examples of promotions into the pipeline

Answer 6

1. Dealer loaders
   E.g. 4 free packs in a case of crisps
2. Publishing dealer names
   E.g. Available from

Question 7

Examples of promotions out of the pipeline

Answer 7

Coupons:
E.g Money off
Premium offers
E.g buy one get one free