W10 - Promotion mix

Question 1

What is the promotion mix?

Answer 1

A specific blend of promotional tools that a company uses to communicate consumer value

Question 2

What is advertising?

Answer 2

Any form of paid non-personal presentation and promotion of ideas. Cheap but impersonal

Question 3

What is personal selling?

Answer 3

Personal interaction by firms sales force.

Flexibility

High cost per contact

Question 4

What is sales promotion?

Answer 4

Short-term incentives

Can damage brand image

Question 5

What is public relations?

Answer 5

Obtaining favourable publicity

Low cost, high credibility

Lack of control over message

Question 6

What is direct marketing?

Answer 6

Engaging directly with target market

Personalised,

May get a negative response from target market and cost

Question 7

What are the two basic promotion mix strategies?

Answer 7

Push strategy, pull strategy

Question 8

What is a push strategy?

Answer 8

Push the product to resellers who then push it to consumers. (Personal selling)
Producers > Resellers > Consumers

Question 9

What is a pull strategy?

Answer 9

Promotion to general customers getting the consumer to pull out the strategy. Generate demand
Consumers > Resellers > Producer

Question 10

What are the major advertising decisions?

Answer 10

• Objectives setting
• Budget decisions
• Message
• Advertising

Question 11

What is an advertising objective?

Answer 11

A specific communication task to be accomplished with a specific target audience during a specific period of time