Unit 3 - 7Ps - Promotion

Question 1

Promotion

Answer 1

Activities designed to communicate with the target market to increase awareness of the product and to persuade existing and potential customers to purchase the good/service.

Question 2

Types of Promotion

Answer 2

1. Advertising (TV, online, newspapers).
2. Sales Promotion and Merchandising (BOGOF, coupons).
3. Personal Selling (direct).
4. Public Relations (Build image + rep).
5. Sponsorships (Nike - Tiger Woods).
6. Direct Marketing (mail, email, phone call).

Question 3

Promotional Mix

Answer 3

The combination of promotional activities that a firm uses in order to create consumer awareness and generate sales.

Question 4

Factors influencing Promotional decisions

Answer 4

• Stage in Product Life Cycle
• Target Market
• Nature of the Product
• Competition
• Experience
• Business Objectives
• Size of budget available
• Time period of the campaign