Non-personal promotion of goods, services, companies and ideas. (i.e. The John Lewis Christmas adverts on tv)
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What is Personal Selling?
Oral communication with potential buyers of a product with the intention of making a sale. (Salespeople use personal selling, i.e. the people who work on the shop floor of Apple)
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What is Public Relations?
Promotion aimed at creating and maintaining a positive image of a business. (i.e. community relations and public affairs)
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What is Sales Promotion?
Marketing efforts designed to generate immediate interest in purchasing goods (i.e. Coupons, discounts and contests)
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What is Direct Marketing?
Direct communication to a customer/business that is designed to generate a response in the form of an order/request for information. (i.e. Telemarketing and Catalogues)
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What are the advantages and disadvantages of Advertising?
( + )Efficient way to reach large numbers of people, targets the mass market // ( - ) High costs, difficult to receive feedback
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What are the advantages and disadvantages of Personal Selling?
( + )Immediate feedback, Very persuasive, Customised so can be tailored based on the audience. Can give complex information//( - )Expensive!!, Messages may differ between salespeople
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What are the advantages and disadvantages of Public Relations?
( + )Customers often view the source as most credible, No direct payment to media//( - )Difficult to get media cooperation, Isn't entirely in the business' control.
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What are the advantages and disadvantageous of Sales Promotion?
( + )Very flexible, Effective at changing behaviour in the short term, Can reach the mass market//( - )Easily abused, Can lead to promotion wars, Easily duplicated
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What are the advantages and disadvantages of Direct Marketing?
( + )Facilitates B2B and B2C relationships, Messages can be prepared quickly//( - )Declining customer response, Database management is expensive, Cost of communication
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What is the promotional mix?
The promotional mix is the combination of different promotional methods that a business uses. It's influenced by finance available, competitor actions, the nature of the market and the target market.
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Why do businesses use promotion?
-To remind/inform customers about the product -to increase sales -to change the image of a product
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Other cards in this set
Card 2
Front
What is Personal Selling?
Back
Oral communication with potential buyers of a product with the intention of making a sale. (Salespeople use personal selling, i.e. the people who work on the shop floor of Apple)
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