3.3.4 - marketing mix - promotion Flashcards
what are the two types of promotion?
- advertisements - this is known as above the line promotion, meaning it involves the media
- sales promotion - this is known as below the line promotion as it does not involve the media. e.g. BOGOF, free gift
what are the aims of promotion?
- to increase brand awareness and to increase sales
- to introduce new products to the market
- to compete with competitors’ products
- to improve the company image
what are the two types of advertising?
- persuasive – where emphasis is on trying to persuade the consumer that they really need the product and should buy it e.g. perfume & chocolate
- informative – where emphasis is to give full and factual information about the product e.g. Paracetamol
benefits and drawbacks of advertising on TV
- targets a large audience
- can target specific segments e.g. a toy store can target children during kids TV shows
- very expensive- increased fixed costs
- not as many people watch TV due to Netflix
benefits and drawbacks of advertising on the radio
- cheaper than TV
- often uses a memorable song/tune so the ad will be remembered, increasing brand awareness
- 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
benefits and drawbacks of advertising in the newspaper
- adverts are permanent and can be referred back to- increasing lasting brand awareness
- relatively cheap to put ads in local newspapers
- many young people do not purchase newspapers
- not as attention grabbing as TV ads, will attract less brand awareness
benefits and drawbacks of advertising in magazines
- 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
- more expensive than newspapers
- magazines are not published often e.g. only monthly - less opportunities to advertise
benefits and drawbacks of advertising on posters/billboards
- relatively cheap
- potentially can be seen by everyone who passes them
- 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
benefits and drawbacks of advertising in ads before a movie
- effective to target their exact target market. e.g Ice-cream & jewellery can be advertised before a rom-com movie as more women watch these
- expensive
- seen by only a limited number of people who go to the cinema.
- many people now stream from home instead of going to the cinema so less brand exposure
benefits and drawbacks of advertising in leaflets
- cheap
- can be delivered door to door to target a large number consumers directly
- adverts can be kept. e.g Pizza offer leaflets
- may be ignored and dumped straight away as people may consider it as junk mail
benefits and drawbacks of advertising on the internet
- having ads on their website can be viewed by existing customers
- customers will have a direct link to buying the product straight away
- email ads can be sent to existing customers
- some customers may not use the internet
- consumers may ignore emails as considered as junk
examples of below the line promotion
- free gifts
- advertising high quality ‘After Sales’ service (can return products if faulty)
- BOGOF
- price reduction
- organising competitions
- free samples
- product placement
- point of sale displays
what is the importance of a marketing budget?
the marketing budget specifies how much money is available to advertise and promote the product. if the business doesn’t have a large marketing budget, this will influence what advertising methods they can choose e.g. a small business with a small marketing budget will not be able to afford TV advertisements
