Unit 5.5 - promotion Flashcards
Explain the difference between above and below the line promotion.
Above the line is promotion that can be seen by anyone, even though it can be designed for a specific audience while below the line the business controls exactly who sees - not everyone will see it
What are the purposes of promotion? (4)
Creating or increasing awareness of a product
Informing/reminding customers about the product
Creating or changing the image of the product
Persuading customers to buy the product
Name the different types of adverts. (6)
TV advertising
Newspaper advertising - National , local, free
Radio advertising - National, local
Billboards
Posters
Leaflets and flyers
Name the advantages (7) and disadvantages (5) of printed media (newspapers, magazines and journals)
Cheaper
Can be kept so acts as a reminder
Can provide a lot of information
Can be used to target certain audiences
Can attract attention and be memorable
Can include promotional offers such as discounts
Can be specific to areas
Becoming outdated due to online presence
Quality can be an issue
Not interactive
May be missed or ignored
May be missed amongst other adverts
Name the advantages (3) and disadvantages (2) of leaflets and flyers.
Can be kept as a reminder
Can be targeted at certain customers
Can include detailed information
May be ignored
Cost of producing is high
Name the advantages (5) and disadvantages (3) of radio advertising.
Cheap to produce
Can offer wide coverage - nationally
Appeal to nearby markets (local customers) - locally
Appeal to specific markets/target specific markets
Use a range of methods to appeal to consumers
Adverts may be missed
Details may be misheard or overlooked
Audiences are smaller than TV
Name the advantages (4) and disadvantages (4) of TV advertising.
Reach a large audience
Use a range of methods to appeal to customers
Appeal to specific markets/target specific markets
Repeated to reinforce the message
Very expensive - particularly at peak times
Mainly suitable for mass markets
Can avoid TV advertising
Some people do not like adverts
Name the different sales promotion methods. (9)
Buy one get one free (BOGOF)
Discounts
Competitions
Free gifts
Point of sale advertising
Sponsorships
Celebrity/brand endorsements
Free samples
Coupons
Name the advantages (2) and disadvantages (2) of point of sale displays.
Encourages impulse buy
Can be changed quickly
Only limited range of goods can be displayed
May restrict space in shops and at the tills
Name the different types of online advertising. (9)
Social media
Blogs
Vlogs
Search engine advertising
Pop up adverts
Digital advertising
Mobile advertising
E-marketing
Web marketing
Name the advantages (3) and disadvantages (3) of direct marketing.
Target specific customers
Easily measure the success of the marketing
Databases are fairly cheap to manage
Response rate can be low so cost per successful contact may be high
Customers ignore as they are seen as junk mail
Difficult to ensure the accuracy of databases
