The marketing strategy - Promotion

Question 1

define promotion?

Answer 1

the collection of techniques used to inform and persuade consumers to buy a product or service

Question 2

what is above the line promotion?

Answer 2

no direct contact with customers

Question 3

what is below the line promotion?

Answer 3

there IS direct contact with customers

Question 4

what are the methods of above the line promotion?

Answer 4

• TV
• Billboards
• Social Media
• newspapers
• magazines
• sponsorships
• cinema
• radio

Question 5

what are the advantages and disadvantages of TV advertising?

Answer 5

+ reaches a mass audience
+ showcase the product
- people can mute/skip ads
- very expensive

Question 6

what are the advantages and disadvantages of Billboard advertising?

Answer 6

+ busy roads and traffic lights are ideal
+ more cost effective
- static nature means less people are exposed to adverts
- can’t be exchanged easily

Question 7

what are the advantages and disadvantages of social media advertising?

Answer 7

+ cost-effective
+ personalised consumer interaction
+ boost traffic to website
+ success is easy to measure through sales analysis
- resources will be dedicated to creating content
- brand reputation may be damaged by inappropriate posts, failing to respond to customers or not
- business may become negatively affected by influencer controversy

Question 8

what are the below the line methods of promotion?

Answer 8

• personal selling
• email
• telesales
• leaflet distribution
• trade fairs

Question 9

define personal selling?

Answer 9

direct link between the customer and the sales person. it includes sales assistants, door-to-door sales and telesales

Question 10

how can websites persuade and inform people to buy product/service?

Answer 10

• virtual try-on
• sign up for emails
• reviews
• sales/discounts

Question 11

define brand

Answer 11

• name, symbol, deign or slogan linked to a particular product or service in order to differentiate from competition
  ADDS VALUE

Question 12

what is viral marketing?

Answer 12

use of social media to increase brand awareness, and is so-called because the advert will be shared constantly (like a virus)

Question 13

why does viral marketing work?

Answer 13

• low cost
• larger reach
• non-invasive

Question 14

what are the negatives of viral marketing?

Answer 14

• not everything goes viral
• might need to pay new social media manager

Question 15

what is drip marketing?

Answer 15

automated process that sends a set of messages (usually emails) to customers to move them through the sales cycle