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Chapter 14: The marketing mix: promotion and technology in marketing…
Chapter 14: The marketing mix: promotion and technology in marketing
Informative advertising
: is where the emphasis of advertising or sales promotion is to give full information about the product.
Persuasive advertising
: is advertising or promotion which is trying to persuade the consumer that they really need the product and should buy it.
The
target audience
refers to people who are potential buyers of a product or service.
Sales promotion
- incentives such as special deals aimed at consumers to achieve short-term increases in sales.
A
marketing budget
is a financial plan for the marketing of a product or product range for a specified period of time.
Promotion as part of the marketing mix includes:
advertisements: this involves ‘above-the-line’ promotions. These can take different forms, such as advertising on television, via the internet, in newspapers and magazines and other forms of advertising.
sales promotion: this involves ‘below-the-line’ promotions. These are often used for short periods of time in order to reinforce the above-the-line promotions.
Different types of sales promotions:
-Price reductions
-Gifts
-BOGOF (buy one get one free)
-Competitions
-Point-of-sale displays and demonstrations
-After-sales services
-Free samples
Advantages of sales promotion:
-It can promote sales at times in the year when sales are traditionally low (off season purchases).
-It encourages new customers to try an existing product.
-It encourages consumers to try a new product.
-It encourages existing customers to buy a product more often or in greater quantities.
-It encourages customers to buy your product instead of a competing brand.