Component 3 - A1 - Elements of The Promotional Mix

Which element of the promotional mix involves an enterprise communicating with a customer directly, in order to sell them something?

• Direct Marketing

• Public Relations

• Advertising

• Sales Promotions

• Personal Selling

Which element of the promotional mix involves involves promoting an enterprise, a brand, a product or a service by placing information about it in the media?

• Direct Marketing

• Public Relations

• Advertising

• Sales Promotions

• Personal Selling

Which element of the promotional mix involves involves an enterprise paying for space in the media to communicate with the public about its goods and services?

• Direct Marketing

• Public Relations

• Advertising

• Sales Promotions

• Personal Selling

Which element of the promotional mix involves involves an enterprise giving customers an incentive to buy an enterprise’s products? For example they might offer you a

discount on the price of a product if you buy it within a certain period of time.

• Direct Marketing

• Public Relations

• Advertising

• Sales Promotions

• Personal Selling

Which element of the promotional mix involves a salesperson using their interpersonal skills and knowledge of the product to try to persuade potential customers to make a purchase?

• Direct Marketing

• Public Relations

• Advertising

• Sales Promotions

• Personal Selling

The message of a promotion is...

• What it needs to say

• The political views of the company

• Additional information such as when a product needs to be replaced

• A list of shops where you cannot find the product.

Any form of promotion has the aim of communicating two things.

• The features and benefits of an enterprise

• The products offered by an enterprise

• The negative aspects of shopping with a competitor

• The range of different services on the market that are similar to the enterprise.

• The range of consumer goods that have been discontinued due to unforseen market forces

By communicating benefits and features a promotion can:

• Inform customers about their products / services

• Persuade customers to buy their products / services

• Remind customers about their products / services

• Find out about their customers

• Give customers a choice between them and a competitor

The purposes of a promotion are to...

• Persuade customers to take an interest in the enterprise

• Create positive associations with the enterprise

• Pressure customers into a quick sale

• Give customers some kind of special offer

Advertising is often used to...

• Make customers aware of the the products / services offered by an enterprise

• Pressure customers into buying the products / services offered by an enterprise

• Convince customers to make a purchase immediately, therefore increasing revenue for the enterprise

• Give customers a range of options to consider