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G10BUSINESS > Marketing Mix: Promotion > Flashcards

Marketing Mix: Promotion Flashcards

1
Q

What is Promotion Mix?

A

Combination of promotional technique that a business uses to sell a product

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2
Q

Promotional Activity aims to_______.

A

Increase sales
Remind customer of existing product
Attract new Customers
Develop Public image

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3
Q

What are the 7 Promotion Mix?

A
  1. ATL Advertising
  2. Publicity & Public Relations
  3. Sales Promotion
  4. Personal Selling
  5. Direct Marketing
  6. Sponsorship
  7. Trade Show/Fairs
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4
Q

What is ATL Advertisements?

A

Above the Line Promotion is any form of paid promotional method through independent mass media sources

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5
Q

Example of ATL Advertisements

A

Television, magazine, radio

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6
Q

Purpose of ATL Advertisements

A

Reach a wider range of audience, not specific.

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7
Q

What is publicity?

A

Process of promoting a business and its products by getting media coverage without directly paying for it.

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8
Q

What is Public Relations?

A

It refers to marketing activities that aims to establish/protect a desired image of an organisation.
Positive media coverage without paying for it.

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9
Q

Difference between Advertisements and Public Relations.

A

Advertisements are paid and aims to promote and expose a product for short term sales. Public Relations are not paid and aims to improve the brand image and establish brand loyalty for the long run.

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10
Q

What is Sales Promotion?

A

AKA Below-The-Line Promotion
- Not directly paid means for communication.
- Based on short-term incentives to purchase.

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11
Q

Methods of Sales Promotion. (5)

A
  • Price Deals
  • Money-Off coupons
  • Buy One Get One Free
  • Money Refunds
  • Customer Loyalty Schemes
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12
Q

What are Price Deals?

A

Temporary reduction in price (discounts)

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13
Q

What are Customer Loyalty Schemes?

A

Point Collections, Credit to be Redeem for rewards.

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14
Q

What are Money Off Coupons?

A

Coupons redeemed when customer buys product. (better & focused way of offering discount)

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15
Q

What are Money Refunds?

A

A guarantee made by business that product can be returned with the purchase receipt if the product is flawed.

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16
Q

What is Personal Selling?

A

When sales stage directly persuade customer to buy product.

17
Q

Examples of Personal Selling. (3)

A

Sales presentation
Face-to-Face meeting with client
Door-to-Door Sales people.

18
Q

Benefit of Personal Selling Method.

A

Can be tailored to the individual needs and/or preferences.

19
Q

What is Direct Marketing?

A

Promotional Activity that aims to sell a product straight to a customer (using its database) rather than using intermediary.

20
Q

Example of Direct Marketing?

A

Telephone calls, sending emails, adverts to potential clients, distributing direct mail to customer.

21
Q

What are Trade Shows/Fairs?

A

Event where companies in a particular industry gather to showcase their products and services.

22
Q

Benefit of Trade Show/Fairs.

A

Enable exhibitors to conduct live demonstrations to showcase and promote their product.

23
Q

What is Sponsorship?

A

Payment by company to the organisers of an event so that the company name is associated with the event.

24
Q

Benefit of Sponsorship.

A

World-wide coverage and status

25
Q

Limitation of Sponsorship

A

Only applicable to big corporations.

26
Q

What is branding?

A

Strategy of differentiating products from competitors by creating an identifiable image and clear expectation about the product.

27
Q

What is Social Media Marketing (SMM)?

A

Through the Line (TLL) Promotion that involve both ATL and BTL
It gains online traffic through social media platforms such as Facebook, Twitter, LinkedIn, Instagram, etc.

28
Q

What does Social Media Marketing focus on?

A

Creating marketing content that attract attention and encourages audience to further share the content.
Person-to-Person but by using online platforms.

29
Q

Marketing over the Internet can impact_____.

A

Convenience, Communication, Cost to Customer.

G10BUSINESS (6 decks)

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