The Marketing Mix: Promotion and Technology in Marketing Textbook, Chapter 14 [pg 175-189]
Name: ………………………………………………… Class: ………… This example is downloaded from www.mybusinessstudies.com. A comprehensive website for IGCSE Business Studies, Business news, Study Techniques and lots of resources for teachers and sudents.
1
Learning outcomes: • Identify the aims of promotion. • Identify different forms of promotion and how they influence sales. • Discuss the importance of the marketing budget in making promotion decision, need for cost effectiveness in spending the marketing budget. • Define and explain the concept e-commerce. • Identify the opportunities and threats of e-commerce to business and consumers. • Identify ways to use the internet and social networks for promotion.
This example is downloaded from www.mybusinessstudies.com. A comprehensive website for IGCSE Business Studies, Business news, Study Techniques and lots of resources for teachers and sudents.
2
Advertisement – This involves ‘above-the-line’ promotions.
Sales promotion – This involves ‘below-the-line’ promotions.
The aims of promotion 1.
To i_______ people about particular issues
2.
To i________ new products on the market
3.
To c________ with competitors’ products
4.
To i_________ the company image
5.
To increase s________
6.
To create a brand i________
Advertising
Definitions to learn: Persuasive advertising _______________________________________ ___________________________________________________________
Informative advertising _______________________________________ ___________________________________________________________ This example is downloaded from www.mybusinessstudies.com. A comprehensive website for IGCSE Business Studies, Business news, Study Techniques and lots of resources for teachers and sudents.
2. Decide the ______________ ______________________
3. Create an ______________ _______________________
4. _________________ to use
5. _______________________ of the campaign
This example is downloaded from www.mybusinessstudies.com. A comprehensive website for IGCSE Business Studies, Business news, Study Techniques and lots of resources for teachers and sudents.
4
Types of Advertising Media • Television • Radio • Newspaper (national or local) • Magazines • Posters/ billboards • Cinemas, DVD, blu-ray discs • Leaflets • Internet • Other forms of publicity • Product placement Sales Promotion • Price reductions • Gifts • BOGOF (Buy one and get one free) • Competitions • Point-of-sale displays and demonstrations • After-sales service • Free samples Advantages of sales promotion 1) It can p___________ sales at times in the year. 2) It e___________ new customers to try existing product. 3) It encourages consumers to try a n______ product. 4) It encourages existing customers to buy a product more o_____ / in a greater quantities. 5) It encourages customers to buy your product instead of a c________ brand.
This example is downloaded from www.mybusinessstudies.com. A comprehensive website for IGCSE Business Studies, Business news, Study Techniques and lots of resources for teachers and sudents.
The cultural issues involved in international marketing
5.
The nature of the target market
Public relations/ sponsorship This is to promote a good image for the company/ product, to raise awareness through sponsorship and donations.
This example is downloaded from www.mybusinessstudies.com. A comprehensive website for IGCSE Business Studies, Business news, Study Techniques and lots of resources for teachers and sudents.
6
Using technology for promotion Advertise business on social networking sites. Advantages 1.Target specific demographic group
Disadvantages 1.Can alienate customers if they find the adverts annoying.
2. Guarantees target customers see advert.
2. Have to pay for advertising if using pop-ups.
3. Speed in response to market changes.
3. Lack of control of advertising if used by others.
4. Cheap to use.
4. May be altered or used in a bad way and forwarded on to other users giving the business bad publicity.
5. Reaches group that are difficult to reach any other way.
Advertise business on own website. Advantages 1. No extra cost.
Disadvantages 1. Potential customers may not see the website.
2. Can control own advertising
2. Relies on customers finding the website.
3. Can change adverts quickly and 3. Design costs of the website may be update pictures. high. 4. Interactive adverts can make the adverts more attractive than other forms of advertising media (magazine). 5. Can provide other information in adverts and link to other pages. This example is downloaded from www.mybusinessstudies.com. A comprehensive website for IGCSE Business Studies, Business news, Study Techniques and lots of resources for teachers and sudents.
