The Marketing Mix Promotion

Question 1

Examples of below the line advertising

Answer 1

Sales promotion

• SPECIAL OFFERS (BOGOF)
• competitions
• free gifts
• point of sales display
• sponsorship
• trade ins

Question 2

What is above the line promotion

Answer 2

Is advertising though the media

Question 3

What is direct mail

Answer 3

Firms keep information about their customers on a database and target mail to particular consumer groups.

• untargeted junk mail is less effective than direct mail

Question 4

What are public relations

Answer 4

It’s a firms attempt to put out a good message about itself or it’s product.

PR includes press releases sent to the media and special promotional evens e.g new product launch parties

Question 5

What is personal selling

Answer 5

It’s personal communication between a sales person and a customer.

Question 6

What is sponsorship

Answer 6

Sponsorship of events makes consumers aware of a firm and their product

Also gives the firm a good image

Question 7

How to use all 4 aspects of the marketing mix effectively

Price
Place
Promotion
Product

Answer 7

For example
McDonalds have followed the trend for ethical behaviour by making sure all the eggs used in their products are free range. They promote this through MEDIA which appeal specifically to their target customer (BBC good food magazine) and sell some products at promotional prices on certain days of the week. A combination of town centre and drive thru restaurants makes the product widely available