Unit 3: Chapter 15 Flashcards
The Marketing Mix: Promotion
1
Q
Define promotion
A
The process of passing information onto consumers about the product
2
Q
What are the aims of promotion?
A
- inform people
- introduce to new market
- compete
- create/improve brand image
- increase sales
3
Q
What are the two types of promotion?
A
advertising: above the line
sales promotion: below the line
and PR + sponserships
4
Q
What are the two roles of advertising?
A
inform: new products
persuade: established products
5
Q
What is advertising?
A
promotion in the mass media (not your own accounts/papers)
6
Q
What is sales promotion?
A
incentives aimed at customers to achieve short term increase in sales.
7
Q
What are some types of sales promotion?
A
- after sales promotion
- bogof
- displays
- free samples
- free gifts
- competitions
- price reductions
8
Q
What are the advantages of sales promotions?
A
- increases sales in low levels of demand (off seasons)
- encourages new customers
- clear old stock
- choose you instead of competitors
9
Q
What are the factors of choosing promotion techniques with a budget?
A
cost, market types, product types, product life cycle stage, competitors, legal factors
