3.4f Promotional Mix Flashcards Preview

Business Studies AS > 3.4f Promotional Mix > Flashcards

Flashcards in 3.4f Promotional Mix Deck (20):
1

Promotion definition

Communication techniques aimed at informing, influencing and persuading customers to buy or use a particular product/service.

2

Above the line promotion features

- Paid for communication
- Targeted but can be seen by anyone
- Aim is to inform customers and raise awareness

3

Below the line promotion features

Direct control over the target or intended audience

4

What does successful promotion cause?

1. Attention
2. Interest
3. Desire
4. Action

5

Promotional mix definition

Specific mix of promotional methods that a business uses to pursue its marketing objectives

6

Main elements of promotional mix

- Advertising
- Sales promotion and merchandising
- Personal selling
- Direct marketing
- Sponsorship

7

Public relations definition

Activities that create goodwill towards and individual, business, cause or product

8

Merchandising definition

Process of maximising the effectiveness of retail distribution

9

What is sales promotion?

Tactical, point of sale material or other incentives designed to stimulate purchases
E.g. BOGOF

10

Advantages of sales promotion

- Effective at achieving a quick boost to sales
- Encourages customers to trial a product or switch brand

11

Disadvantages of sales promotion

- Sales effect may only be short-term
- Customers may expect further promotions
- May damage brand image

12

Direct marketing definition

Promotional material directed through mail, email or telephone to individual households or businesses

13

Advantages of direct marketing

- Focus limited resources on targeted promotion
- Relatively easy to measure response
- Cost-effective

14

Disadvantage of direct marketing

- Response rates vary
- Negative image of junk mail
- Databases are expensive to maintain

15

Personal selling definition

Promotion on a person to person basis

16

Advantages of personal selling

- High customer attention
- Persuasive impact
- Opportunity to close the sale

17

Disadvantages of personal selling

- High cost
- Labour intensive
- Can only reach a limited number of customers

18

Advertising definition

Paid-for communication

19

Advantages of advertising

- Wide coverage
- Control of message
- Repetition means message can be communicated effectively

20

Disadvantages of advertising

- Expensive
- One way communication
- Limited ability to close a sale

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