Chapter 4.5c - Marketing Mix (7): Promotion Flashcards
(24 cards)
Above the line (ATL) promotion
Any form of paid-for promotion through the mass media to reach a broad audience
(Television and radio)
Advertising
A method of informative and/or persuasive promotion that is usually paid for. The aim of commercial advertising is to raise the level of demand for a firm’s products
Advertising clutter
Refers to the huge volume of advertisements that the pubic is bombarded with
Below the lines (BTL) promotion
Promotion strategy that does not use paid-for mass media sources
(Ex: Use of free samples, discount vouchers, and added-value promotions)
Customer loyalty schemes
Reward systems used to encourage customers to make repurchases, such as the use of price discounts or free gifts for members
Direct mail
Is the use of postal correspondence for promoting an organization’s goods and/or services
Direct marketing
Refers to promotional activities that aim to sell a product straight to a customer rather than using an intermediary
Impulse buying
Refers to unplanned or unintentional purchases due to the lure of eye-catching point of sales promotions
Informative promotion
Aims to alert the market about a firm’s products, especially new or updated goods/services
Packaging
The art of presenting products in an advantageous way in order to improve sales
Personal selling
Refers to promotional techniques that rely on sales representatives directly helping and persuading customers to buy, usually on a face-to-face basis
Persuasive promotion
Aims to convince or encourage customers to make a purchase, to switch from rival products, and to enhance brand loyalty
Point of sale
The promotion of goods in retail stores at the place where customers can purchase the goods, such as promotional displays at supermarket counters
Promotion
A component of the marketing mix. It refers to the methods used to inform, persuade, and/or remind people about a firm’s products and brands
Pubic relations
Refers to marketing activities aimed at establishing and protecting the desired image of an organization.
Getting positive media coverage without directly paying for it.
Reminder promotion
Refers to techniques used to retain customer awareness of, and interest, in an established product
Sales promotions
Short-term incentives designed to stimulate interest in a product, such as the use of discount coupons, and prize draws
Social media marketing (SMM)
Refers to the marketing practice of gaining Internet traffic through social media platform
(Facebook, Twitter, YouTube, Google)
Social networking
Refers to any online platform used to build social relationships between people, often because they share things in common. These are ideal sources for social media marketing
Sponsorship
A promotional technique that involves funding, supporting, or donating resources for an event or business venture in return for prominent pubicity
Telemarketing
A form of direct marketing that involves marketers making telephone calls to existing and potential customers as a form of promotional strategy
Through the line (TTL) promotion
Refers to promotional strategies that involve both above and below the line methods, enabling customers to engage with the product or brand in multiple ways
Trade shows
Promotional events where firms exhibit and showcase their products for sale to potential customers
Word-of-mouth (WOM) promotion
Refers to the spreading of promotional information from one person to another through verbal communications
