CH20 - Promotion

Question 1

What is promotion ?

Answer 1

The uses of advertising, sales, promotion, personal selling, direct mail, trade fairs, sponsorships and public relations to inform consumers and persuade them to buy something.

Question 2

What is advertising ?

Answer 2

Paid for communication to inform and persuade consumers using media such as TV & newspapers.

Question 3

What is direct promotion ?

Answer 3

A range of promotional actives aimed directly at target customers ; know as direct marketing

Question 4

What is Sales promotion ?

Answer 4

Incentives such as special offers or special deals directed to consumers / retailers to achieve short term sales increase and repeat purchases by consumers.

Question 5

What is the Promotion Mix ?

Answer 5

The combination of promotional techniques that a firm uses to sell a product.

Question 6

What objectives can be used to measure the successes of a promotional campaign ?

Answer 6

• Increasing sales by raising consumer awareness
• Increasing consumer recall of an existing product & its distinct qualities
• Increasing purchases by existing customer or attracting new competitors
• Creating and reinforcing the brand image
• Correcting misleading reports about the project after a scare/ incident involving the product
• Improving public image of business
• Encouraging retailers to hold inventories of products and promoting them

Question 7

What will a successful campaigns included ?

Answer 7

• Public relations & Publicity
• Promotion (WIN/FREE/SAVE)
• Direct Marketing
• New Media
• Event Marketing
• Advertising
• Idea

Question 8

What is informative advertising ?

Answer 8

Adverts that give information about a product rather than just trying to create a brand image, can include price technical specifications & main features

Question 9

What is persuasive advertising ?

Answer 9

Adverts trying to create an image or brand identity, this is the most common form of advertising

Question 10

What is Print advertising ?

Answer 10

Newspaper, magazines and specialist publications.

Question 11

What is the advantage to Print advertising ?

Answer 11

Can be directed at particular towns or regions or consumers who read particular special interest magazines
Can be caught out and kept by consumer for future reference

Question 12

What is the downside of Print Advertising ?

Answer 12

It is expensive for national coverage
It is less effective with younger consumers than digital communication

Question 13

What is Broadcast Advertising ?

Answer 13

Advertising on TV, radio and in cinemas.

Question 14

What is the advantage to Broadcast Advertising ?

Answer 14

Adverts have a visual appeal and can create a brand image with the actors used
Visually dramatic and can linger in the memory of people (Cadburys- Phill Collins)

Question 15

What is the downside to Broadcast Advertising ?

Answer 15

It is expensive to buy the media time
It is expensive to design and produce the adverts
There is no permanent hard copy

Question 16

What is the advantage of outdoor advertising ?

Answer 16

It is low cost compared to other media
It can be located in prime positions with many potential customers
It can be seen more than once

Question 16

What is outdoor advertising ?

Answer 16

Includes billboards and bus shelter posters

Question 17

What is the downside to outdoor advertising ?

Answer 17

The best locations are the most expensive
It can be damaged / vandalised and many people will not notice this type of advertising

Question 18

What is Product placement advertising ?

Answer 18

Products that are feature in TV shows and films

Question 19

What is the advantage of Product Placement advertising ?

Answer 19

the chosen show or film will be targeted at the particular type of customer it created, a desirable image if the product is associated with famous actors
It is not explicit advertising, some customers assume that the product is being used because its good/desirable not because someone has paid for its placement

Question 20

What are the drawback of Product Placement advertising ?

Answer 20

The show or film may become less popular
It is very expensive if the show or film is well known

Question 21

What is Guerrilla advertising ?

Answer 21

Products that are advertised at surprising and unconventional events to make the public take notice

Question 22

What are the advantages of Guerrilla advertising ?

Answer 22

It can be low cost - Graffiti (Legal) on walls
It can be creative and inventive and appeal to younger customers
It encourages word of mouth communication
Staged event may receive free publicity from the media

Question 23

What are the drawbacks of Guerrilla advertising ?

Answer 23

The message may be misunderstood
It could be considered a irresponsible and could lead to negative impact / image
Could be remembered for the wrong reasons

Question 24

What is Sponsorship ?

Answer 24

Involves the payment by a business to become associated with an event, individual or sports team

Question 25

What are the benefits of a sponsorship ?

Answer 25

The largest events have global press and TV coverage
Success of the team or individual can lead to increase interest in the brand

Question 26

What are the downfalls of sponsorship ?

Answer 26

Can be very expensive, for example it can cost up to 15M to sponsor a Tour de France team
The failure of an event, team/individual can reflect badly on the brand

Question 27

What influence which method a business uses ?

Answer 27

• Cost and cost per consumer
• The consumer profile of the target audience ~ age, income etc
• The message and image to communicated ~ a new car would be better on TV than in a newspaper
• The link it has to the 4P’s
• Legal constraints ~ UK has a ban on the advertisement of tabaco