Unit H - Promotions

What is the role of promotions in the marketing function?

Promotions inform prospective customers of special sales, announce new and seasonal goods, and create a market for regular merchandise.

What are the two main types of promotion?

Product promotion and Institutional promotion.

What is the purpose of product promotion?

To create interest in the product, introduce new products, explain a product, and sell a specific product.

What is the purpose of institutional promotion?

To create a favorable impression and goodwill for a business, present information about the company's community role, and sell the company's image.

What are the elements of the promotional mix?

Advertising, public relations, direct marketing, sales promotion, personal selling.

What are some channels used to communicate with targeted audiences?

Advertising media (TV, newspaper, magazine), social media, digital media, word-of-mouth, direct marketing, sales promotions, trade shows, public relations.

What are the different types of advertising media?

Print media (newspapers, magazines), broadcast media (radio, television), and social media.

What is one component of an advertisement?

Heading, illustrations, white space, copy, or signature.

How do internal public relations differ from external public relations?

Internal public relations keep groups within a company informed, while external public relations keep groups outside a company informed.

What is the nature of a promotional plan?

A promotional plan identifies where, when, and how marketing tactics will be used to support sales and branding objectives.

What is the KISS Principle in promotional planning?

Keep It Simple Silly.

What does the AIDA Principle stand for?

Attention, Interest, Desire, Action.

What is the purpose of measuring results in a promotional plan?

To evaluate whether the planned activities should continue or be revised.