UNIT 3 - Chap 15: The Marketing Mix: Promotion Flashcards
What are the 2 different types of promotion? (2)
- Advertising
- Sales promotion
Explain what advertising means?
Advertising is known as above the line promotion, meaning it involves the media
Explain what sales promotion means?
Sales promotion is known as below the line promotion as it does not involve the media. E.g. BOGOF, free Gift
What are the 4 aims of promotion? (4) **
- To increase brand awareness which leads to increased sales
- To introduce new products to the market
- To compete with competitors’ products
- To improve the company image
What are the 2 types of advertising called? (2)
- Persuasive
- Informative
Explain what persuasive means in advertising?
Where emphasis is on trying to persuade the consumer that they really need the product and should buy it, e.g. Perfume & Chocolate .
Explain what informative means in advertising?
where emphasis is to give full and factual information about the product, e.g. Paracetamol
What are the 8 types of advertising? (above the line) (8)
- TV
- Radio
- Posters/billboards
- Magazines
- News papers
- Ads in the cinema before the movies start
- Internet
- Leaflets
What are the 2 benefits of advertising on TV? (2)
- Targets a large audience
- Can target specific segments e.g., a toy store can target children during kids TV shows
What are the 2 drawbacks of advertising on TV? (2)
- Very Expensive- Increased Fixed Costs
- Not as many people watch TV due to Netflix
What are the 2 benefits of advertising on the radio? (2)
- Cheaper than TV
- Often uses a memorable song/tune so the ad will be remembered, increasing Brand awareness
What are the 2 drawbacks of advertising on the radio? (2)
- Cannot put across a visual message, therefore may not attract as many customers
- Less people are listening to radio due to Spotify and I tunes
What is the 1 benefit of advertising on magazines? (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
What is the 2 drawbacks of advertising on magazines? (2)
- More expensive than newspapers
- Magazines are not published often e.g. only monthly - less opportunities to advertise
What are the 2 benefits of advertising in a newspaper? (2)
- Adverts are permanent and can be referred back to- increasing lasting brand awareness
- Relatively cheap to put ads in local newspapers
What are the 2 drawbacks of advertising in a newspaper? (2)
- Many young people do not purchase newspapers
- Not as attention grabbing as TV ads, will attract less brand awareness
What are the 2 benefits of advertising on a poster/billboard? (2)
- Relatively Cheap
- Potentially can be seen by everyone who passes them
What are the 2 drawbacks of advertising on a poster/billboard? (2)
- People may ignore them if they go past them on their phones
- Not a lot of detail/info can be included in ad, limited persuasion for customers
What is the 1 benefits of advertising in the cinema before the movies start? (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
What is the 2 drawbacks of advertising in the cinema before the movies start? (2)
- Expensive
- Seen by only a limited number of people who go to the cinema.
What are the 2 benefits of advertising in a leaflet? (2)
- Cheap
- Can be delivered door to door to target a large number consumers directly
What is the 1 drawbacks of advertising in a leaflet? (1)
- May be ignored and dumped straight away as people may consider it as junk mail
What are the 2 benefits of advertising on the internet? (2)
- Having ads on their website can be viewed by existing customers
- Customers will have a direct link to buying the product straight away
What are the 2 drawbacks of advertising on the internet? (2)
- Some customers may not use the internet
- Consumers may ignore emails/ads and considered it as junk
What are the 6 types of sales promotion? (below the line) (6)
- Free gifts
- BOGOF
- Price reductions
- Free samples
- Product placement
- Point of sales display
Explain what it is meant by “free gifts”?
E.g., McDonalds, toys in cereal Boxes, free mini samples with makeup/skincare
Explain what it is meant by “BOGOF”?
Buy one get one free
Explain what it is meant by “price reductions”?
E.g., 20% off
Explain what it is meant by “free samples”?
E.g., in supermarket they often give free samples of cheese in the fridge isle
Explain what it is meant by “product placement”?
When branded goods are placed in TV programs or movies
Explain what it is meant by “point of sales display”?
special display of the product in the shop to attract attention
What does the marketing budget specify?
How much money is available to advertise and promote the product.
What happens if a business doesn’t have a very large marketing budget?
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
