Flashcards in Marketing Deck (10):
What are the different types of advert?
Informative - inform public
Persuasive - make buy product used in competitive market
Corporate - promote whole company rather than products
Generic - advertising whole industry
Factors to consider when choosing appropriate media to use to advertise?
Examples of into the pipeline promotion
Point of sales material
Sale or return
Examples of our of the pipeline promotions
Vouchers and discount coupons
How do businesses use public relations for promotion?
Use press to counteract bad publicity
Give donations to charities
Front line give impression friendly store
Eye level 1.6 meters above floor
End aisle grab attention customers
Power aisle for one off promotions in centre shop
Find the milk make customers walk past bargains
Bakery smell bread make customers hungry
What is above the line promotion?
Independent media used or mass media to reach wide audience
What is bellow the line production?
Controlled by organisation and aimed at certain market segments
Advantages of product portfolio
Increase profits from selling more products
Easier launch new products business well established
Easier cope with seasonal fluctuations as other products sales pick up
Increase brand awareness and customer loyalty