UNIT 3 - Chap 15: The Marketing Mix: Promotion

Question 1

What are the 2 different types of promotion? (2)

Answer 1

1. Advertising
2. Sales promotion

Question 2

Explain what advertising means?

Answer 2

Advertising is known as above the line promotion, meaning it involves the media​

Question 3

Explain what sales promotion means?

Answer 3

Sales promotion is known as below the line promotion as it does not involve the media. E.g. BOGOF, free Gift ​

Question 4

What are the 4 aims of promotion? (4) **

Answer 4

1. To increase brand awareness which leads to increased sales
2. To introduce new products to the market​
3. To compete with competitors’ products ​
4. To improve the company image ​

Question 5

What are the 2 types of advertising called? (2)

Answer 5

1. Persuasive
2. Informative

Question 6

Explain what persuasive means in advertising?

Answer 6

Where emphasis is on trying to persuade the consumer that they really need the product and should buy it, e.g. Perfume & Chocolate .

Question 7

Explain what informative means in advertising?

Answer 7

where emphasis is to give full and factual information about the product, e.g. Paracetamol ​

Question 8

What are the 8 types of advertising? (above the line) (8)

Answer 8

1. TV
2. Radio
3. Posters/billboards
4. Magazines
5. News papers
6. Ads in the cinema before the movies start
7. Internet
8. Leaflets

Question 9

What are the 2 benefits of advertising on TV? (2)

Answer 9

1. Targets a large audience ​
2. Can target specific segments e.g., a toy store can target children during kids TV shows ​

Question 10

What are the 2 drawbacks of advertising on TV? (2)

Answer 10

1. Very Expensive- Increased Fixed Costs ​
2. Not as many people watch TV due to Netflix ​

Question 11

What are the 2 benefits of advertising on the radio? (2)

Answer 11

1. Cheaper than TV​
2. Often uses a memorable song/tune so the ad will be remembered, increasing Brand awareness ​

Question 12

What are the 2 drawbacks of advertising on the radio? (2)

Answer 12

1. Cannot put across a visual message, therefore may not attract as many customers ​
2. Less people are listening to radio due to Spotify and I tunes​

Question 13

What is the 1 benefit of advertising on magazines? (1)

Answer 13

1. Niche Businesses can advertise their product specifically to their target market e.g., wedding dress in a wedding magazine. Increasing brand awareness from potential customers ​

Question 14

What is the 2 drawbacks of advertising on magazines? (2)

Answer 14

1. More expensive than newspapers ​
2. Magazines are not published often e.g. only monthly - less opportunities to advertise ​

Question 15

What are the 2 benefits of advertising in a newspaper? (2)

Answer 15

1. Adverts are permanent and can be referred back to- increasing lasting brand awareness ​
2. Relatively cheap to put ads in local newspapers ​

Question 16

What are the 2 drawbacks of advertising in a newspaper? (2)

Answer 16

1. Many young people do not purchase newspapers ​
2. Not as attention grabbing as TV ads, will attract less brand awareness​

Question 17

What are the 2 benefits of advertising on a poster/billboard? (2)

Answer 17

1. Relatively Cheap ​
2. Potentially can be seen by everyone who passes them ​

Question 18

What are the 2 drawbacks of advertising on a poster/billboard? (2)

Answer 18

1. People may ignore them if they go past them on their phones ​
2. Not a lot of detail/info can be included in ad, limited persuasion for customers ​

Question 19

What is the 1 benefits of advertising in the cinema before the movies start? (1)

Answer 19

1. Effective to target their exact target market. E.g Ice-cream & jewelry can be advertised before a rom-com movie as more women watch these ​

Question 20

What is the 2 drawbacks of advertising in the cinema before the movies start? (2)

Answer 20

1. Expensive
2. Seen by only a limited number of people who go to the cinema. ​

Question 21

What are the 2 benefits of advertising in a leaflet? (2)

Answer 21

1. Cheap
2. Can be delivered door to door to target a large number consumers directly ​

Question 22

What is the 1 drawbacks of advertising in a leaflet? (1)

Answer 22

1. May be ignored and dumped straight away as people may consider it as junk mail ​

Question 23

What are the 2 benefits of advertising on the internet? (2)

Answer 23

1. Having ads on their website can be viewed by existing customers​
2. Customers will have a direct link to buying the product straight away ​

Question 24

What are the 2 drawbacks of advertising on the internet? (2)

Answer 24

1. Some customers may not use the internet ​
2. Consumers may ignore emails/ads and considered it as junk ​

Question 25

What are the 6 types of sales promotion? (below the line) (6)

Answer 25

1. Free gifts
2. BOGOF
3. Price reductions
4. Free samples
5. Product placement
6. Point of sales display

Question 26

Explain what it is meant by “free gifts”?

Answer 26

E.g., McDonalds, toys in cereal Boxes, free mini samples with makeup/skincare​

Question 27

Explain what it is meant by “BOGOF”?

Answer 27

Buy one get one free

Question 28

Explain what it is meant by “price reductions”?

Answer 28

E.g., 20% off

Question 29

Explain what it is meant by “free samples”?

Answer 29

E.g., in supermarket they often give free samples of cheese in the fridge isle ​

Question 30

Explain what it is meant by “product placement”?

Answer 30

When branded goods are placed in TV programs or movies

Question 31

Explain what it is meant by “point of sales display”?

Answer 31

special display of the product in the shop to attract attention ​

Question 32

What does the marketing budget specify?

Answer 32

How much money is available to advertise and promote the product.

Question 33

What happens if a business doesn’t have a very large marketing budget?

Answer 33

This means the business will have to find other advertising methods that fit their budget, e.g. a small business with a small marketing budget will not be able to afford TV advertisements ​