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marketing promotion
| Question | Answer |
|---|---|
| promotion | where marketing activities aim to raise customer awareness of a product or brand generating sales and helping create brand loyalty |
| aims of promotions | > to inform people about particular issues (used by gov) >to introduce new product on market >to compete with competitors products >to create a brand image >to increase sales >to improve company image |
| advertising | paid for communication w potential customers about a product to encourage them to buy it |
| informative A | where emphasis of advertising or sales promotion is to give full info about product |
| persuasive A | where advertising or promotion is trying to persuade consumer that they really need the product and should buy it |
| target audience | where to people who are potential buyers of product/service |
| + and - of TV | + go out to million p + can be shown in v. favourable way, attractive +reaches biggest no. of customers + target audience at time when likely to wathc -v. expensive + young consumers may not watch used in food products and drinks, cars and household |
| radio +, - | + cheaper than television + usually reaches lard audience +often uses a memorable song/tune that the advert will be remebered -cannot put visual -quite expensive compared -advert needs to be memorable cannot look back -not as wide audience |
| newspapers + - | +often bought by specific customers +large number of ppl purchase +cheap + permanent + lot of info can be put -only in b&w not eye catching -not as attention grabbing -many young ppl do not read |
| magazines + - | + specific person reads +colour and attractive -only published once a month or week -more expensive than newspapers |
| posters/billboards + - | +permanent +cheap +they are potentailly seen by everyone -can easily be missed -no detailed info |
| cinema, dvd, discs + - | +can give visual image + show positively +relatively law cost +can be effective for target audience specific -seen only by limited |
| leaflets + - | +cheap +wide range of ppl +direct mail +money off voucher *permanent and can be kept -may not be read -can be annoying |
| internet + - | +seen by vast no. of ppl +orders can be made instantly via website +direct mail sent via mail is cheap -internet searches may not highlight website -internet access is limited -lot of competition from other websites -security issues may discourage |
| sales promotion | incentives, such as special offers/special deals aimed at consumers to achieve short term increase in sales |
| eg of sales promtoion | BOGOF Price reductions Competitions Point of Sale Displays Free Samples Product Placement |
| advantage of sales promotion l | +can promote sales at time of year when traditionally low (christmas) +encourages new and existing consumers to try new product +encourages to buy more often or in greater wuantuty +encourage consumers to buy product instead of comepeting |
Created by:
elisseu
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