Untitled Flashcards Set

What is Promotion?

Any form of communication used to inform, persuade, or remind people about products or services.

What are the FIVE Elements of the Promotional Mix?

Advertising, Personal Selling, Sales Promotions, Public Relations, Direct Marketing.

Advertising

Paid, non-personal communication through media.

Advantages of Advertising

Reaches large audiences, builds brand awareness.

Disadvantages of Advertising

Expensive, less personal, may be ignored.

Personal Selling

Direct, face-to-face communication between a salesperson and a customer.

Advantages of Personal Selling

Personalized, interactive, immediate feedback.

Disadvantages of Personal Selling

Costly, time-consuming, limited reach.

Sales Promotions

Short-term incentives to encourage buying, like coupons or discounts.

Advantages of Sales Promotions

Creates urgency, increases short-term sales.

Disadvantages of Sales Promotions

Not long-lasting, may hurt brand image.

Public Relations (PR)

Activities that help an organization build a positive image.

Advantages of Public Relations (PR)

Free (publicity), builds credibility.

Disadvantages of Public Relations (PR)

Uncontrolled message, hard to measure.

Direct Marketing

Communicating directly with consumers through mail, email, SMS, etc.

Advantages of Direct Marketing

Targeted, measurable results.

Disadvantages of Direct Marketing

Often seen as spam, privacy concerns.

Why Use a Promotional Mix?

To reach different types of customers through different channels and create a balanced strategy.

How does Budget influence Promotional Tools?

Larger budgets allow for mass media while smaller budgets may use more direct or digital methods.

How does Target Market influence Promotional Tools?

Younger audiences might respond better to social media or influencer ads, while B2B might benefit more from personal selling and email marketing.

What is the main goal of Consumer Sales Promotions?

Boost short-term sales, clear out inventory, attract new customers.

What is a Press Release?

Official statement to media to announce something newsworthy.

What is Publicity?

Free media coverage, which can be positive or negative.

What does PR aim to generate?

Positive publicity.