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Flashcards and summaries for 15. the marketing mix: promotion at the University of Birmingham

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types of sale promotion (8)

after-sales service
gifts
buy one, get one free (BOGOF)
price reductions
competitions
point-of-sale displays and demonstrations
free samples
product placement

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define target audience

the target audience refers to people who are potential buyers of a product or service

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aims of promotion (6)

to introduce new products on the market
to compete with competitor's products
to improve company's image
to increase sales
to create a brand image
to inform people about particular issues, often used by the government

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define advertising

advertising is the attempt to influence the buying behaviour of customers with a persuasive selling message about products and services

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define informative advertising

informative advertising is when the emphasis of advertising or sales promotion is to give full information about the product

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define persuasive advertising

persuasive advertising is advertising or promotion which is trying to persuade the consumer that they really need the product and should buy it

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advertising process (5)

set objectives
decide the advertising budget
create an advertising campaign
select the media to use
evaluate the effectiveness of the campaign

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define sales promotion

sales promotion are incentives such as personal offers or special deals aimed at consumers to achieve short-term increases in sales

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types of advertising media (8)

television
radio
newspaper
magazines
posters / billboards
cinema, dvd and blu-ray discs
leaflets
internet

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define promotion

promotion is where marketing activities aim to raise customer awareness of a product or brand, generating sales and helping create brand loyalty

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advantages of sales promotion (5)

it can promote sales at times in the year when sales are traditionally low
it encourages new customers to try an existing product
it encourages customers to try a new product
it encourages existing customers to buy a product more often or in greater quantities which increases consumer loyalty
it encourages customers to buy your product instead of a competing brand

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ways to promote products (2)

advertisements
sales promotion

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15. the marketing mix: promotion at University of Birmingham

Flashcards and summaries for 15. the marketing mix: promotion at the University of Birmingham

Study with flashcards and summaries for the course 15. the marketing mix: promotion at the University of Birmingham

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15. the marketing mix: promotion at University of Birmingham

Flashcards and summaries for 15. the marketing mix: promotion at the University of Birmingham

Study with flashcards and summaries for the course 15. the marketing mix: promotion at the University of Birmingham

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Marketing

Marketing

Marketing

10. marketing, competition and the customer

12. the marketing mix: product

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