Business Function --> Marketing 2b
- Created by: Ali Bland
- Created on: 05-03-15 18:07
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- Business Functions --> Marketing 2b
- Elements of the promotional mix
- Sales of promotion
- Sponsorship
- Direct selling
- Branding
- Advertising
- Merchandising
- Aims of promotion
- Attention
- Interest
- Desire
- Action
- Below the line promotion
- Its targeted at specific potential customers e.g. selling, promotions
- Above the line promotion
- Promotion through the mass media to a wide adverse e.g. tv, radio, magazine
- Promotion methods
- TV advertising
- Sponsorship
- Leaflets
- Billboards
- Social media
- What factors influence the method of distribution
- Size of retailer
- Technology
- Cost
- Geography of market
- Complexity of market
- Degree of control desired
- Type of product
- Intermediaries key functions
- Wholesales
- Storing goods: retailers restrained by space
- Breaking bulk: taking huge quantities from producers and breaking them into smaller quantities to sell to retailers
- Retailers
- Breaking bulk
- Storing goods: retailers restrained by space
- Agents
- The link between producer and buyer
- Wholesales
- Elements of the promotional mix
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