Flashcards
3.3.4: Making marketing decisions: using marketing mix (PROMOTION)
Cards in this deck (6)
- 1Promotion:the process of communicating with customers or potential customers to increase sales through various methods
- 2T-informative promotion: giving information to customers to gain awareness
-persuasive promotion: encouraging customers to purchase - 3Aim of Promotion:-inform the consumer
-create awareness
-build a brand image
-create customer loyalty
-persuade the customer to purchase
*AIDA:
Attention: attract attention with advertisement
Interest: raise interest with benefits of product
Desire: convince customers they need/want product
Action: lead them to take action (buy product) - 4Branding (and benefits):*the process of building an image that helps differentiate a product from its competitors
Benefits:
-increase demand/sales
-maintain market share
-differentiate from competitors
-USP
-added value
-brand loyalty - 5Promotion Methods:-Advertising: paying for something to be shown through media e.g. tv, radio etc.
-Sponsorship: financial assistance in return for promotion/exposure
-Sales promotions: short term initiatives to boost sales e.g. BOGOF
-Public relations: creating a favourable image without paying for advertisement e.g. reviews/news, celeberity endorsements
-Direct marketing: sending messages directly to customer e.g. emails
-Personal selling: use specialist sales staff to speak to customers
-Merchandising: displays in shops e.g. mannequins
-Social media: banners/pop ups - 6Influences on Promotion Method:-type of business and what they want to achieve
-budget for promotion
-target audience
-customer expectations
-brand image
-competitors
-legislation e.g cigarettes/unhealthy eating have restrictions
Information
- Description
- A level Business Studies (3.3: Decision making to improve marketing performance) Flashcards on 3.3.4: Making marketing decisions: using marketing mix (PROMOTION), created by Ashleigh-Jade Jones on 23/05/2017.
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- Ashleigh-Jade Jones
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