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Managment of Marketing > Promotion > Flashcards

Flashcards in Promotion Deck (12)
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1
Q

what will the level of promotion used depend on?

A
  • competition depending on how many rivals there is? is it needed?
  • availability as little need to promote in short supply (fball tickets)
  • product differentiation, USP don’t need much
2
Q

what are sales promotion designed to do

A
  • increase revenue over short time
  • increase demand from first time buyers
  • increase long term profit
  • improve customer loyalty
3
Q

what are the 2 types of sales promotions

A

into the pipeline and out of the pipeline

4
Q

what does into the pipeline mean

A

into the pipeline promotions are offered by manufacturers to retailers to encourage them to stock their product

5
Q

what does out of the pipeline mean

A

out of the pipeline promotions are offered by retailers to the consumers to encourage them to buy the product

6
Q

what does into the pipeline promotions consist of

A
  • point of sale material, manufacturers providing posters etc
  • deal loaders, buy 10 get 2 free
  • staff training to provide better service
7
Q

what does out of the pipeline consist of

A
  • free samples
  • BOGOF
  • vouchers
  • competitions on packaging
8
Q

some promotions are forms of ads or PR linked to certain celebrities, what are these called

A

Product endorsement- link a celeb with a product eg andy murray

Product placement- sell a product that is featured in a tv show or film eg james bond

9
Q

how does public relations relate to promotion

A
  • press releases, statement to outline the pros of the org to the public
  • merch
  • manage social media messages and handle things quickly
10
Q

what are the advantages of public relations

A
  • promotes positive image
  • negative stories are dealt with quick so reduce impact
  • support promo or campaign
  • increase public awareness
11
Q

what are the disadvantages of public relations

A
  • costly to employ specialist staff
  • public could think the story is spinned and don’t believe the message
  • both good and bad publicity in the media is outwith control of org
12
Q

what is public relations

A

the maintenance of public image