Marketing Mix: Promotion (Copy)
Cheat Sheet: 3.4 Promotion
Aims of Promotion
| Aim | Explanation | Example |
|---|---|---|
| Inform | Make customers aware of product | New medicine launch ads |
| Persuade | Convince customers to buy | Fast food TV commercials |
| Remind | Keep brand in customer’s mind | Coca-Cola festive adverts |
| Create Brand Image | Build reputation & identity | Apple minimalist campaigns |
| Boost Sales | Encourage immediate purchases | “Buy one get one free” offers |
Written and Compiled By Sir Hunain Zia, World Record Holder With 154 Total A Grades, 7 Distinctions and 11 World Records For Educate A Change O Level And IGCSE Business Studies Full Scale Course
Forms of Promotion
| Type | Features | Example | Influence on Sales |
|---|---|---|---|
| Advertising | Paid, mass communication | TV, radio, online ads | Increases awareness, reaches large audience |
| Sales Promotion | Short-term incentives | Discounts, coupons, free samples | Boosts short-term sales, encourages trial |
| Personal Selling | Direct contact with customers | Sales reps, shop assistants | Builds trust, persuades directly |
| Sponsorship | Business pays to be linked with event | Sports team sponsorships | Builds brand image, visibility |
| Public Relations (PR) | Media coverage, press releases | Charity events, media stories | Improves reputation, goodwill |
| Digital Promotion | Social media, email campaigns | Instagram ads, influencer marketing | Cost-effective, targeted reach |
Cost-Effectiveness in Promotion
| Consideration | Explanation |
|---|---|
| Budget control | Avoid overspending, ensure ROI |
| Target market | Spend on methods that reach the right audience |
| Product type | Mass promotion for consumer goods, niche for luxury |
| Stage in PLC | Heavy ads at launch, reminders at maturity |
| Impact vs. Cost | Digital often cheaper & targeted vs. TV/radio expensive |
Written and Compiled By Sir Hunain Zia, World Record Holder With 154 Total A Grades, 7 Distinctions and 11 World Records For Educate A Change O Level And IGCSE Business Studies Full Scale Course
Quick Revision Bullets
- Aims = Inform, Persuade, Remind, Build Image, Boost Sales
- Forms = Advertising, Sales Promotion, Personal Selling, Sponsorship, PR, Digital
- Cost-effectiveness = Spend wisely → right method for right market & product
- Promotion choice depends on budget, product type, audience, PLC stage
Written and Compiled By Sir Hunain Zia, World Record Holder With 154 Total A Grades, 7 Distinctions and 11 World Records For Educate A Change O Level And IGCSE Business Studies Full Scale Course