Promotion

• What is the fourth P of the marketing mix?

  Promotion
• What is the purpose of promotional strategies?

  To raise awareness and reach customers
• What are the common forms of advertisements?

  TV and social media ads
• What is an integrated promotional strategy?

  A combination of various promotional elements
• What is the promotional mix?

  A combination of promotional tools
• How do businesses create their promotional mix?

  By selecting tools relevant to their audience
• What are the six key tools in the promotional mix?

  Advertising, PR, personal selling, direct marketing, sales promotion, social media marketing
• What is advertising?

  A paid non-personal form of promotion
• What channels can advertising use?

  Magazines, newspapers, TV, radio, online
• What is the focus of public relations (PR)?

  Building a positive image of a business
• How can PR increase sales?

  Through media coverage and community involvement
• Where does online public relations primarily occur?

  On social media
• What is personal selling?

  Direct interaction between salesperson and customer
• What is direct marketing?

  Communicating directly with potential customers
• What methods can direct marketing use?

  Mail, telephone, or email
• What are sales promotions?

  Short-term incentives to boost sales
• When do sales promotions typically occur?

  During special events or holidays
• What is social media marketing?

  Promoting products through social media platforms
• How do businesses use social media marketing?

  By posting content and engaging with followers
• What do the terms above the line and below the line refer to?

  Mass media vs. targeted promotional tools
• What are above the line tools?

  Mass media promotional tools
• What are below the line tools?

  Promotional tools targeted at smaller groups
• Why are below the line tools typically more effective?

  They offer a better return on investment
• What does tracking the success of advertisements allow businesses to do?

  Refine campaigns and understand ROI
• What does the promotional mix refer to?

  A combination of promotional tools
• What is the goal of public relations?

  To develop a positive image of the enterprise
• What is the primary focus of online public relations?

  Engaging with customers on social media
• What is the role of personal selling?

  To sell products through direct interaction
• What is the purpose of direct marketing?

  To promote products directly to customers
• What are the characteristics of sales promotions?

  Short-term incentives to boost sales
• How do businesses maintain brand profiles in social media marketing?

  By posting content and engaging followers
• What is the difference between above the line and below the line tools?

  Above the line targets mass media, below the line targets smaller groups
• Why are below the line tools often more effective?

  They typically offer a better return on investment
• What does tracking advertisements help businesses understand?

  Return on investment (ROI)
• What are the key components of the promotional mix?

  • Advertising
  • Public Relations (PR)
  • Personal Selling
  • Direct Marketing
  • Sales Promotion
  • Social Media Marketing
• What are the differences between above the line and below the line promotional tools?

  Above the Line:

  • Mass media tools
  • Broad reach and frequent exposure

  
  

  Below the Line:

  • Targeted tools
  • Better return on investment
• What are the advantages and disadvantages of using above the line and below the line tools?

  Advantages of Above the Line:

  • High visibility
  • Broad audience reach

  
  

  Disadvantages of Above the Line:

  • Higher costs
  • Less targeted

  
  

  Advantages of Below the Line:

  • More targeted
  • Better ROI

  
  

  Disadvantages of Below the Line:

  • Limited reach
  • May require more effort