3.4f - Promotional Mix

Question 1

Promotion definition

Answer 1

Communication aimed at informing and persuading customers to buy a product

Question 2

Above the line promotion definition

Answer 2

Promotion that is targeted at a specific market but can be seen by anyone

Question 3

Examples of above the line promotion:

Answer 3

• TV

- Newspaper

Question 4

Below the line promotion definition

Answer 4

Promotion that has direct control over who it reaches

Question 5

Examples of below the line promotion:

Answer 5

• Personal selling

- Mail-shots

Question 6

What does successful promotion cause?

Answer 6

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

Question 7

Promotional mix definition

Answer 7

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

Question 8

What are the main elements of the promotional mix?

Answer 8

• Advertising
• Sales promotion
• Personal selling
• Direct marketing
• Sponsorship

Question 9

Public relations definition

Answer 9

Activities that create goodwill towards the business

Question 10

Merchandising definition

Answer 10

The process of maximising the effectiveness of retail distribution (e.g. point of sale displays)

Question 11

Sales promotion definition

Answer 11

Incentives designed to stimulate purchases (e.g. BOGOF)

Question 12

Advantages of sales promotion:

Answer 12

• Effective at achieving a quick boost to sales
• Encourages customers to trial a product or switch brands
• Raise brand awareness

Question 13

Disadvantages of sales promotion:

Answer 13

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

Question 14

Direct marketing definition

Answer 14

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

Question 15

Advantages of direct marketing:

Answer 15

• Focus limited resources
• Personalise the message
• Easy to measure response and success
• Cost-effective

Question 16

Disadvantages of direct marketing:

Answer 16

• Response rate varies
• Negative image of junk mail
• Databases are expensive to maintain

Question 17

Personal selling definition

Answer 17

Promotion on a person to person basis

Question 18

Advantages of personal selling:

Answer 18

• High customer attention
• Customised message
• Persuasive impact
• Opportunity to close the sale

Question 19

Disadvantages of personal selling:

Answer 19

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

Question 20

Advantages of advertising:

Answer 20

• Wide coverage
• Control of message
• Effective through repetition
• Used to build brand loyalty

Question 21

Disadvantages of advertising:

Answer 21

• Expensive
• Impersonal
• One way communication
• Limited ability to close a sale

Question 22

Sponsorship definition

Answer 22

When a business financially supports an event, person or organisation in return for advertisement