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Managment of Marketing > Promotion > Flashcards

Flashcards in Promotion Deck (12)
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1

what will the level of promotion used depend on?

-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

what are sales promotion designed to do

-increase revenue over short time
-increase demand from first time buyers
-increase long term profit
-improve customer loyalty

3

what are the 2 types of sales promotions

into the pipeline and out of the pipeline

4

what does into the pipeline mean

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

5

what does out of the pipeline mean

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

6

what does into the pipeline promotions consist of

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

7

what does out of the pipeline consist of

-free samples
-BOGOF
-vouchers
-competitions on packaging

8

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

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

how does public relations relate to promotion

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

10

what are the advantages of public relations

-promotes positive image
-negative stories are dealt with quick so reduce impact
-support promo or campaign
-increase public awareness

11

what are the disadvantages of public relations

-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

what is public relations

the maintenance of public image