promotion

• What is the primary goal of promotion?

  To draw attention to a product and gain and retain customers
• How does promotion benefit consumers?

  It provides information about products and helps consumers make educated choices
• What are some negative effects of promotion mentioned in the material?

  It can encourage waste of resources, push up prices, and foster greed and envy
• What are the specific objectives of promotion?

  • Provide information about the product
  • Increase sales or market share
  • Establish a brand identity
  • Create a corporate image
  • Enable long-term business planning
• What is the first phase in the consumer's commitment to a product?

  Being unaware of the product's existence
• What is the last phase in the consumer's commitment to a product?

  The purchase of the product
• What are the two types of promotion mentioned?

  • Above-the-line promotion (advertising)
  • Below-the-line promotion
• What is above-the-line promotion primarily used for?

  To reach a mass audience through advertising
• What factors influence the choice of media for above-the-line promotion?

  Target market, message type, cost, media reach, and product suitability
• What is persuasive advertising?

  Advertising that sells the product through image, style, and aspirations
• How does below-the-line promotion differ from above-the-line promotion?

  Below-the-line promotion targets consumers directly, while above-the-line promotion reaches a mass audience
• What are examples of below-the-line promotion?

  • Personal selling
  • Packaging
  • Sales promotions
  • Direct mailing
  • Exhibitions and trade fairs
  • Public relations
• Why is product differentiation important in promotion?

  It helps a product stand out in a competitive market
• What should be considered when setting a marketing budget for promotion?


  The objectives of the business, availability of cash, and actions of competitors
• How does the stage in the product life cycle affect promotional strategy?

  Different stages may require more informative or persuasive approaches
• Why is cultural sensitivity important in promotional strategies?

  It ensures that local affiliations and sensitivities are considered when launching products
• How does the target market influence promotional strategy?

  The characteristics of the target market determine the methods and media used for promotion
• Why should competitor actions be considered in promotional strategies?

  To react appropriately and protect market share against competitors' campaigns