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Flip to reveal answersName five factors for choosing the right promotion
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All 25 Flashcards — Promotion
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Question
Name five factors for choosing the right promotion
Answer
Budget, target audience, product type, life cycle stage, competitors.
💡 Hint
Budget + audience + product + stage + rivals
Question
What is promotion in the marketing mix?
Answer
How a business communicates with customers to inform, persuade and remind them about products.
💡 Hint
Inform + persuade + remind
Question
Promotion = communicating to inform, ___ and ___
Answer
Persuade and remind customers about products.
💡 Hint
Persuade + remind
Question
What is Above the Line (ATL) promotion?
Answer
Mass media advertising aimed at a wide audience — TV, radio, newspapers, billboards. Expensive but broad.
💡 Hint
Mass media, broad reach
Question
What is social media marketing? (New 2024 syllabus)
Answer
Using platforms like Instagram, TikTok, X for organic posts, paid ads, influencer marketing, viral content.
💡 Hint
Social platforms for promotion
Question
Young target audience? Best promotion method?
Answer
Social media and digital marketing — young people spend time online, not watching TV.
💡 Hint
Social media
Question
Name three advantages of social media marketing
Answer
Low cost vs traditional ads, reaches younger demographics, highly targeted, measurable (clicks, views, engagement).
💡 Hint
Cheap + young + targeted + measurable
Question
What is Below the Line (BTL) promotion?
Answer
Targeted promotion for specific groups — sales promotions, direct mail, loyalty schemes, trade shows. Cheaper and targeted.
💡 Hint
Targeted + cheaper
Question
ATL = broad (mass media). BTL = ___. TTL = ___
Answer
BTL = targeted (specific groups). TTL = integrated mix of both.
💡 Hint
Targeted + integrated
Question
Name the six elements of the promotion mix
Answer
Advertising, sales promotion, personal selling, public relations (PR), direct marketing, digital marketing.
💡 Hint
A-S-P-PR-D-D
Question
Name two disadvantages of social media marketing
Answer
Brand reputation risk (influencer scandal), may miss older demographics, negative feedback is public.
💡 Hint
Reputation risk + misses older groups
Question
What is sales promotion?
Answer
Short-term incentives like discounts, BOGOF, free samples, competitions — to boost sales quickly.
💡 Hint
Short-term incentives
Question
What is Through the Line (TTL) promotion?
Answer
An integrated approach combining BOTH ATL and BTL methods for maximum impact.
💡 Hint
ATL + BTL combined
Question
Luxury goods need what type of promotion?
Answer
Aspirational advertising — creating desire and exclusivity through premium imagery.
💡 Hint
Aspirational ads
Question
Social media: low cost, younger demographics, ___
Answer
Highly targeted and measurable (track clicks, views, engagement rates).
💡 Hint
Targeted + measurable
Question
Influencer risk: brand damage if influencer ___
Answer
Misbehaves or is involved in scandal — brand suffers by association.
💡 Hint
Misbehaves
Question
What is PR (public relations)?
Answer
Building a positive image through press coverage, events and sponsorships — not direct advertising.
💡 Hint
Positive image building
Question
At product launch, promotion should be ___
Answer
Heavy — lots of advertising and awareness-building because nobody knows the product yet.
💡 Hint
Heavy at launch
Question
What is influencer marketing?
Answer
Paying social media personalities to promote products to their followers.
💡 Hint
Pay influencers to promote
Question
Give an example of TTL promotion
Answer
TV campaign (ATL) combined with social media competitions and email follow-ups (BTL).
💡 Hint
TV + social + email
Question
Key influencer risk tested in May 2025 exam?
Answer
Brand reputation damage if the influencer misbehaves or is involved in scandal — the brand suffers by association.
💡 Hint
Influencer scandal = brand damage
Question
Don't just say 'advertise more' — instead ___
Answer
Be specific about WHICH method and WHY it suits this particular business.
💡 Hint
Which + why
Question
What is digital marketing?
Answer
Social media, SEO, influencer marketing, content marketing — online promotion methods.
💡 Hint
Online promotion
Question
Quick: Six promotion mix elements?
Answer
Advertising, sales promotion, personal selling, PR, direct marketing, digital marketing.
💡 Hint
A-S-P-PR-D-D
Question
Most modern campaigns are ___ — using multiple channels
Answer
TTL (Through the Line) — integrating mass media with targeted digital methods.
💡 Hint
TTL
Read the notes
Full study notes for Promotion
Topic 4.5 hub
The seven Ps of the marketing mix
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BM exam skills
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