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