Promotion Flashcards
All 18 cards in this deck
What is advertising as a method of promotion?
Paid-for communication, such as TV, print or online adverts, used to inform and persuade customers to buy.
What is sponsorship?
Paying to have a business's name or brand associated with an event, team or personality.
Give one reason a business may use sponsorship to promote a product.
The product becomes associated with an event or personality, enhancing the brand so a higher price can be charged (it also raises awareness, so more customers try it).
What is a product trial as a method of promotion?
Letting customers try a product free or at low cost (e.g. free samples or a free trial period) so they buy it afterwards.
What is a special offer in promotion? Give an example.
A short-term deal to boost sales, e.g. buy-one-get-one-free, money-off vouchers or seasonal discounts.
What is branding?
Using a name, logo, design or image to identify a business's products and distinguish them from rivals'.
Give one benefit to a business of having a strong brand.
It builds brand loyalty, so customers make repeat purchases and are less likely to switch to rivals.
What is targeted advertising online?
Using customers' online data and profiles to show adverts only to chosen market segments.
What is viral advertising via social media?
Promotional content designed to be shared and reposted by social media users, spreading the message quickly at low cost.
What is an e-newsletter?
An email sent regularly to existing or past customers with news, products and offers.
True or false? Once a viral advert is shared on social media, the business cannot control how it is passed on or altered.
True. Users may change the message or not share it at all, which can damage the brand.
Why should a business choose promotion methods to suit its target market segment?
Different segments use different media and respond to different messages, so a method that reaches one group may miss another.
Give one drawback of advertising as a method of promotion.
Any one of: it can be expensive; it is hard to measure how many extra sales it brings.
Give one drawback of sponsorship as a method of promotion.
Any one of: it tells customers little about the product's features or benefits; it can be expensive; if the team, event or person sponsored gets bad publicity, the brand suffers too.
Give one drawback of product trials as a method of promotion.
Giving products away costs money, and some customers who try it will not go on to buy.
Why can't a business rely on special offers in the long term?
Selling at a discount cuts the profit on each item, and customers may wait for the next offer instead of paying full price.
Give one drawback of branding as a method of promotion.
A strong brand takes a long time and a lot of spending to build, and bad publicity can damage it quickly.
Give one advantage of using technology to promote products.
Any one of: it can reach many customers at a lower cost than traditional media; messages can be personalised for individual customers; adverts can be aimed at chosen segments.