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BTEC Buisness > The promotional mix- pages 1-9 > Flashcards

The promotional mix- pages 1-9 Flashcards

1
Q

What is Promotion?

A

Promotion is any method of communication that tries to encourage potential and current customers to buy products

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2
Q

Purpose of promotion

A
  • Create a positive image of the enterprise in the minds of current and potential customers
  • Encourage current and potential customers to buy products
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3
Q

Promotional mix definition

A

A combination of promotional methods that can be used to get potential customers to buy products.

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4
Q

What the elements of promotional mix?

A
  • Direct Marketing
  • Advertising
  • Sales promotion
  • Personal Selling
  • Public Relations
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5
Q

Advertising

A

It is based on the message and medium

  • Message is what the communication needs to say
  • Medium is how the message gets across to current and potential customers- the target market
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6
Q

What is the purpose of advertising?

A

To inform and persuade, these purposes are linked as once a customer knows about a product/service, they may be more likely to buy it

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7
Q

Direct Marketing

A

When an enterprise communicates with a customer directly to try to sell them something, either by phone or written communication

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8
Q

Personal Selling

A

When a representative of an enterprise contacts current and potential customers directly- either face to face, by telephone, email or video conferencing

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9
Q

Sales promotion

A

Designed to boost sales by offering an incentive to current and potential customers to buy a product

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10
Q

Purpose of sales promotion

A
  • Maintain customer loyalty
  • To boost sales figures
  • To attract first-time buyers
  • To entice people into a shop
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11
Q

Public Relations

A

Involves building and maintaining an enterprise reputation- it’s image through the media

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12
Q

How do enterprises choose the promotional methods?

A

Depends on their product and how suitable it is for the size of the enterprise

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13
Q

Target Markets

A

Enterprises identify which groups of people are most likely to buy their products which is their target markets

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14
Q

What does ‘the message’ mean in advertising?

A

This is what an enterprise wants to tell current and potential customers about it’s products

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15
Q

Key features of the message in adverting may include…

A
  • Low price
  • Good quality
  • Fashionable
  • Useful
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16
Q

Methods of advertising

A
  • Moving image
  • Print
  • Ambient
  • Digital
  • Audio
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17
Q

Where does advertising appear in ‘Moving image’?

A
  • Television
  • Cinema
  • Video sites
  • Promotional DVDs
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18
Q

Where does advertising appear in ‘Print’?

A
  • Local and national newspapers
  • Magazines
  • Leaflets
  • Billboards
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19
Q

Where does advertising appear in ‘Ambient’?

A

Public places, such as bus stops and shopping centers

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20
Q

Where does advertising appear in ‘Digital’?

A

Company websites and social media, such as Instagram and Pinterest

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21
Q

Where does advertising appear in ‘Audio’?

A

Local and national radio

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22
Q

How does enterprises choose which advertising method to use?

A

This is influenced by different factors which is most suitable to promote their product

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23
Q

Name the factors which influence choice of adverting method

A
  • Type of product
  • Potential sales
  • Cost
  • Characteristics of target market
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24
Q

Why does ‘type of product’ influence advertising choice?

A

It is how best to promote a product’s features

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25
Q

Why does ‘cost’ influence advertising choice?

A

Methods like television adverts can be very expensive and only suitable for large enterprises. However other methods like leaflets may be better value of small enterprises

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26
Q

Why does ‘potential sales’ influence advertising choice?

A

An enterprise will want to get a financial return from it’s investment in advertising

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27
Q

Why does ‘characteristics of target market’ influence advertising choice?

A

Factors like income, gender and age will influence the method used to attract customers

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28
Q

Name an advantage of ‘moving image’ as advertising

A

Enables products with moving parts or practical use to be seen in action for how they can be used

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29
Q

Name an advantage of ‘print’ as advertising

A

Likely to be seen by a large number or people, in a specific location through local newspapers and billboards or a wide area with the use of national newspapers and magazines

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30
Q

Name an advantage of ‘Ambient’ as advertising

A

Outdoor adverting aims to catch the attention of passers-by

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31
Q

Name an advantage of ‘Digital’ as advertising

A

Enables a large and small business to connect with large numbers of people instantly

32
Q

Name an advantage of ‘Audio’ as advertising

A

Allows businesses to speak directly to their target market

33
Q

Main methods of sales promotion

A
  • Coupons
  • Free samples
  • Competitions
  • Money off/discounts
  • Loyalty incentive
  • BOGOF
34
Q

Advantage of coupons

A

May encourage customer to buy the product rather than a rival product

35
Q

Disadvantages of coupons

A

Impacts on profit if money-off price doesn’t cover costs of product

36
Q

Advantages of free samples

A

Having tried the product, customers may decide to buy which increases profit

37
Q

Disadvantages of free samples

A

Impacts on profit if less sales are generated

38
Q

Advantages of competitions

A

Appeals to people sense of thrill to winning therefore to build interest in the product

39
Q

Disadvantages of competitions

A

Impacts on profits

40
Q

Advantages of money off/discounts

A

Encourages customers to buy more products

41
Q

Disadvantages of money off/discounts

A

Impacts on profit if less sales are generated

42
Q

Advantages of Loyalty incentives

A

Establishes a long-term relationship with customers; customers may choose the enterprise’s products over another

43
Q

Disadvantages of loyalty incentives

A

Impacts on profit if less sales are generated

44
Q

Advantages of BOGOF

A

May encourage customers to buy additional products as they have saved money else where

45
Q

Disadvantages of BOGOF

A

Impact on profit if less sales are generated

46
Q

What in face-to-face method in personal selling?

A

The salesperson is in direct personal contact with the customer

47
Q

What is telephone method in personal selling?

A

The salesperson makes phone calls to the customer (usually from a call center)

48
Q

What is email method in personal selling?

A

The salesperson communicates electronically with the customer

49
Q

What is video or web conferencing method in personal selling?

A

The salesperson communicates with the customer through a webcam

50
Q

Ad of face-to-face personal selling

A

Can answer customer’s questions instantly

51
Q

Dis of face-to-face personal selling

A

Can be time-consuming therefore expensive

52
Q

Ad of telephone personal selling

A

Able to contact customers anywhere at a time that is convenient

53
Q

Dis of telephone personal selling

A

Lots of customers may not answer the call making it a less efficient method

54
Q

Ad of email personal selling

A

Can send customer web links and additional information and sales brochures in email attachments

55
Q

Dis of email personal selling

A

No guarantee that initial email will be read by customer

56
Q

Ad of video or web conferencing

A

Able to watch customer’s facial expressions/ body language and respond instantly

57
Q

Dis of video or web conferencing

A

Requires access to webcam facilities

58
Q

Purpose of public relations

A
  • Encourage positive views of the enterprise among the general public and other organisations
  • Protect and enhance the brand image
59
Q

Brand image definition

A

A set of beliefs and opinions associated with a product/service in the minds of consumers

60
Q

Name the three types of public relations methods

A
  • Exhibitions
  • Sponsorship
  • Press release
61
Q

What is a press release?

A

A word article produced by an enterprise and sent to news agencies highlighting something newsworthy about a new or existing product/service.
This covers the five W’s (who,what,when,why) and maybe photos

62
Q

What is a exhibition?

A

These are commercial events where many enterprises exhibit their products or explain the services they offer.
Newsworthy stories may be published by local and national news.

63
Q

What is a sponsorship?

A

Enterprises pay to have their name and brand displayed at major events. Can also use celebrity endorsements to show off goods and services.

64
Q

What is a promotional stunt?

A

Some enterprises use one-off publicity stunts to catch the attention of the media and general public.

65
Q

Advantages of all public relation methods

A
  • Improve brand image
  • Reaches a wide audience
  • Free positive publicity from a neutral source such as a newspaper
66
Q

Disadvantages of all public relation methods

A
  • News story may not be picked up by the media
  • Difficult to measure impact of reputation
  • Enterprises have no control over how journalists may write up the story- if negative can effect brand image
67
Q

Purpose of Direct Marketing

A
  • Enables enterprise to set up an individual relationship with the customer.
  • Able to tailor the message being sent to customers to meet their needs
68
Q

Benefit of direct marketing

A

May introduce new customers to products

69
Q

Limitations of direct marketing

A
  • Uninvited phone calls may be unwelcome

- Customers may ignore written communication

70
Q

Methods of direct marketing

A
  • Magazines
  • Email marketing and text messaging
  • Telemarketing
  • Direct mail
  • Catalogues
71
Q

What is direct mail in direct marketing?

A

This is leaflets. letters and brochures about new products, suitable for small enterprises

72
Q

What is catalogues in direct marketing?

A

Include photos and description of products and information on how to order

73
Q

What is magazines in direct marketing?

A

Enterprises use their own magazine including features and news of its latest products

74
Q

What is email marketing and text messaging in direct marketing?

A

Both could include links to the enterprises website, mainly used by enterprises with a online presence

75
Q

What is telemarketing in direct marketing?

A

Sales representatives make phone calls to inform customers of offers or new products

BTEC Buisness (23 decks)

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