Marketing (Promotion)

Question 1

Promotion

Answer 1

Communication between businesses and customers to make a customer aware of products

Question 2

Why is promotion important

Answer 2

• To advertise the product -To increase sales
• Competitive advantage -Recognition/ Public relations
• Growth -Gain market share

Question 3

Above the line promotion

Answer 3

Anything using the Media

There is no direct control because you are promoting to a wide audience

Question 4

Below the line promotion

Answer 4

Using leaflets, flyers, newspapers ETC

Some direct control because you can put them in certain areas

Question 5

Advertising

Answer 5

Largely through the Media

Creates interest

E.G. TV, Radio, Magazines, billboards

Question 6

Sales promotion

Answer 6

Games competitions

Activities to attract a customers attention to the product

Special offers, BOGOF, Discount, sampling, 3 for 2

Question 7

Direct marketing

Answer 7

Cold calls

Contacting customers to increase sales

Telemarking, mail, leaflets

Question 8

Sponsorship

Answer 8

Publicity

Business pays for an activity or event to gain publicity

Could be televised, has wide coverage of promotional messages

Sponsored events E.G. Football

Question 9

Why are bigger businesses likely to use advertising, sponsorships etc

Answer 9

• For a competitive advantage
• To attract customers
• To have association with success
• Allows businesses access to new markets

Question 10

What factors influence the choice of promotional mix

Answer 10

• Nature of the product and market
• Affordability -Stage in product like cycle
• Competition -Availability of media
• Target market