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• What is the purpose of promotion?

  To gain new customers and retain existing ones
• What is above the line promotion?

  Promotion through independent media to reach a wide audience
• What is below the line promotion?

  Promotion where the firm has direct control over the audience
• What are the objectives of promotion?

  To make consumers aware and reach target audiences
• What are the six stages of the promotional model by Lavidge and Steiner?

  Awareness, knowledge, liking, preference, conviction, purchase
• What does AIDA stand for in promotional models?

  Awareness, Interest, Desire, Action
• What is the purpose of DAGMAR in advertising?

  To define advertising goals for measured results
• What is the aim of informative advertising?

  To increase consumer awareness about a product
• What is the goal of persuasive advertising?

  To convince customers to purchase a product
• What is the focus of reassuring advertising?

  To persuade existing customers their purchase was correct
• What is a key advantage of TV advertising?

  Seen by a lot of people
• What is a disadvantage of TV advertising?

  High cost and can be skipped or ignored
• What is an advantage of newspaper/magazine advertising?

  Cheaper compared to other media
• What is a disadvantage of newspaper/magazine advertising?

  Must be bought to see the advert
• What is an advantage of cinema advertising?

  Appeals to specific age ratings for movies
• What is a disadvantage of cinema advertising?

  Expensive and audiences may leave after ads
• What is an advantage of radio advertising?

  Large audiences can be reached
• What is a disadvantage of radio advertising?

  Some people don't listen to the radio
• What is an advantage of posters/billboards?

  Large audiences can be targeted
• What is a disadvantage of posters/billboards?

  Positioning limits visibility for a short time
• What is below the line promotion aimed at?

  Attracting niche audiences and noticing consumer needs
• What is the purpose of public relations in advertising?

  To communicate with groups to improve image
• What is merchandising in advertising?

  To influence customers at the point of sale
• What is direct selling in advertising?

  Contacting people directly to encourage purchases
• What is direct mailing in advertising?

  Sending product information through the post
• What influences the promotional mix?

  • Type of product
  • Stage of product life cycle
  • Type of market
  • Costs (advertising, production)
  • Competition
  • Legal and social constraints