4.5 - The 7Ps of Marketing Mix: Promotion

Question 1

Three key concepts of promotional strategies

Answer 1

• inform
• persuade
• remind

Question 2

Methods of promotion (3)

Answer 2

• above the line
• below the line
• through the line

Question 3

Above the line promotion

Answer 3

Any form of paid-for promotional method through independent mass media sources

Question 4

Below the line promotion

Answer 4

Use of non-mass media promotional activities, allowing the business to have direct control

Question 5

Through the line promotion

Answer 5

Use of strategies that involve both ATL and BTL methods in an integrated marketing approach

Question 6

Effective promotional mix (AIDA)

Answer 6

• attention
• interest
• desire
• action

Question 7

Above the line promotional methods (6)

Answer 7

• television advertising
• radio advertising
• cinema advertising
• newspaper advertising
• magazines
• outdoor advertising

Question 8

Television advertising benefit

Answer 8

Can be targeted to specific audiences (e.g. children during after school television program)

Question 9

Television advertising drawbacks

Answer 9

Huge costs of production and advertising for a short (30 second) time slot

Question 10

Radio advertising benefit

Answer 10

Can reach large audience while being significantly cheaper than television advertising

Question 11

Radio advertising drawback

Answer 11

Can only communicate audio messages which is less engaging than audio and visua messages

Question 12

Cinema advertising benefit