REVIEW​ ​QUESTIONS​ ​-​ ​Petra,​ ​Nadhira,​ ​Nadya

1. What​ ​is​ ​promotion​ ​and​ ​what​ ​are​ ​its​ ​main​ ​objectives?

Promotion​ ​is​ ​the​ ​methods​ ​intended​ ​of​ ​selling​ ​a​ ​firm’s​ ​product​ ​to​ ​the​ ​market.​ ​There​ ​are
three​ ​key​ ​objectives​ ​to​ ​promotional​ ​strategy.​ ​Promotion​ ​helped​ ​marketing​ ​to​ ​inform,
persuade​ ​and​ ​to​ ​remind​ ​the​ ​market​ ​about​ ​the​ ​firm’s​ ​product.​ ​The​ ​first​ ​objectives​ ​is
informative​ ​promotion.​ ​It​ ​is​ ​aim​ ​to​ ​alert​ ​the​ ​market​ ​about​ ​an​ ​updated​ ​firm’s​ ​product.​ ​A
good​ ​information​ ​of​ ​the​ ​product​ ​function​ ​and​ ​price​ ​is​ ​important​ ​in​ ​promotion.​ ​This​ ​will
allow​ ​the​ ​customer​ ​to​ ​have​ ​a​ ​sufficient​ ​information​ ​or​ ​knowledge​ ​to​ ​purchase​ ​the
product.​ ​Second​ ​objective​ ​is​ ​persuasive​ ​promotion,​ ​it​ ​is​ ​aim​ ​to​ ​persuade​ ​or​ ​encourage
customers​ ​to​ ​purchase​ ​the​ ​product​ ​and​ ​to​ ​switch​ ​from​ ​the​ ​rival​ ​products​ ​to​ ​loyalty.To
entice​ ​customers​ ​to​ ​buy​ ​the​ ​product,​ ​fim​ ​might​ ​need​ ​to​ ​create​ ​a​ ​unique​ ​identity​ ​of​ ​the
product’s​ ​image.​ ​A​ ​good​ ​and​ ​successful​ ​persuasion​ ​helped​ ​customer​ ​to​ ​purchase​ ​the
product​ ​without​ ​planned​ ​to​ ​do​ ​so.​ ​Which​ ​mean​ ​there​ ​is​ ​a​ ​subconscious​ ​urge​ ​for​ ​the
buyer​ ​to​ ​purchase​ ​the​ ​product​ ​without​ ​hesitation.​ ​The​ ​third​ ​objective​ ​is​ ​reminder
promotional,​ ​which​ ​is​ ​usually​ ​used​ ​to​ ​retain​ ​customer​ ​awareness​ ​and​ ​interest​ ​in​ ​an
established​ ​product.​ ​This​ ​form​ ​of​ ​promotion​ ​usually​ ​are​ ​suitable​ ​for​ ​products​ ​that​ ​are​ ​in
maturity​ ​stages​ ​of​ ​their​ ​product​ ​life​ ​cycle.

2. Using​ ​examples,​ ​differentiate​ ​between​ ​above​ ​the​ ​line​ ​and​ ​below​ ​the​ ​line
promotion.
Above​ ​the​ ​line​ ​promotion​ ​is​ ​type​ ​of​ ​promotion​ ​that​ ​is​ ​generally​ ​called​ ​advertising.
Above​ ​the​ ​line​ ​is​ ​usually​ ​focuses​ ​on​ ​reaching​ ​a​ ​wider​ ​audience,​ ​often​ ​to​ ​enhance​ ​brand
image​ ​through​ ​the​ ​mass​ ​media.​ ​Unlike​ ​ATL,​ ​ ​below​ ​the​ ​line​ ​ ​focuses​ ​on​ ​a​ ​more​ ​targeted
audience​ ​with​ ​a​ ​more​ ​direct​ ​emphasis​ ​on​ ​making​ ​sales​ ​through​ ​specific​ ​events​ ​or
merchandising.​ ​Above​ ​the​ ​line​ ​promotion​ ​is​ ​carried​ ​out​ ​through​ ​various​ ​independent
media​ ​such​ ​as​ ​tv,​ ​magazine,​ ​newspaper,​ ​radio,​ ​posters​ ​and​ ​internet.​ ​But​ ​for​ ​many
products,​ ​below​ ​the​ ​line​ ​promotion​ ​is​ ​usually​ ​short​ ​term.​ ​Offers​ ​and​ ​promotion​ ​come
and​ ​go,​ ​however​ ​products​ ​such​ ​as​ ​industrial​ ​,​ ​producer​ ​and​ ​financial​ ​goods/services,
personal​ ​selling​ ​plays​ ​a​ ​long​ ​term​ ​strategic​ ​role​ ​in​ ​establishing​ ​a​ ​relationship​ ​with​ ​the
consumer.

3. What​ ​is​ ​meant​ ​by​ ​a​ ​promotional​ ​mix?

Promotion​ ​mix​ ​is​ ​a​ ​specific​ ​combination​ ​of​ ​promotional​ ​methods​ ​used​ ​for​ ​one​ ​product​ ​or
a​ ​family​ ​of​ ​products.​ ​For​ ​examples​ ​print​ ​or​ ​broadcast​ ​advertising,​ ​direct​ ​marketing,
personal​ ​selling,​ ​point​ ​of​ ​sale​ ​display,​ ​merchandising,​ ​etc.​ ​It​ ​is​ ​usually​ ​used​ ​by​ ​a
company​ ​to​ ​communicate​ ​with​ ​its​ ​audience.​ ​Promotional​ ​mix​ ​is​ ​the​ ​range​ ​of​ ​above​ ​the
line​ ​and​ ​below​ ​the​ ​line​ ​methods​ ​used​ ​to​ ​market​ ​a​ ​product​ ​as​ ​part​ ​of​ ​the​ ​larger​ ​marketing
mix.

4. What​ ​are​ ​the​ ​advantages​ ​and​ ​disadvantages​ ​of​ ​sales​ ​promotion?

Sales​ ​promotion​ ​is​ ​media​ ​and​ ​non​ ​media​ ​marketing​ ​pressure​ ​applied​ ​for​ ​a
predetermined,​ ​limited​ ​period​ ​of​ ​time​ ​in​ ​order​ ​to​ ​stimulate​ ​trial​ ​and​ ​impulse​ ​purchases,
which​ ​increase​ ​consumer​ ​demand​ ​or​ ​improve​ ​product​ ​quality.​ ​There​ ​are​ ​some
advantage​ ​and​ ​disadvantage​ ​of​ ​having​ ​sales​ ​promotion.​ ​The​ ​first​ ​advantage​ ​of​ ​sales
promotion​ ​is​ ​it’s​ ​effective​ ​at​ ​achieving​ ​a​ ​quick​ ​boost​ ​to​ ​sales​ ​and​ ​provide​ ​extra​ ​incentive
to​ ​purchase​ ​product.​ ​Second,​ ​it​ ​helped​ ​to​ ​encourage​ ​customers​ ​to​ ​trial​ ​a​ ​product​ ​or
switch​ ​brands,​ ​which​ ​generate​ ​extra​ ​interest​ ​in​ ​the​ ​firm.​ ​Third,​ ​It​ ​helped​ ​to​ ​stimulate
sales​ ​and​ ​raise​ ​consumer​ ​awareness​ ​of​ ​the​ ​product,​ ​which​ ​helped​ ​to​ ​appeal​ ​to​ ​price
sensitive​ ​consumer.​ ​The​ ​first​ ​disadvantage​ ​is​ ​sales​ ​effect​ ​may​ ​only​ ​be​ ​short-term
impact.​ ​Second,​ ​customers​ ​may​ ​come​ ​to​ ​expect​ ​or​ ​anticipate​ ​further​ ​promotion,​ ​which
lead​ ​to​ ​promotion​ ​wars.​ ​Third​ ​it​ ​may​ ​damage​ ​brand​ ​image,​ ​which​ ​often​ ​abusive​ ​and​ ​not
contribute​ ​to​ ​brand​ ​image.

5. What​ ​does​ ​AIDA​ ​stand​ ​for?​ ​AIDA​ ​is​ ​a​ ​handy​ ​tool​ ​to​ ​ensure​ ​that​ ​the​ ​copy​ ​or​ ​the
writing​ ​grabs​ ​people's​ ​attention​ ​and​ ​it​ ​is​ ​an​ ​acronym​ ​which​ ​stands​ ​for​ ​attention,
Interest,​ ​desire​ ​and​ ​action.​ ​We​ ​use​ ​AIDA​ ​model​ ​when​ ​writing​ ​a​ ​piece​ ​of​ ​text​ ​that
have​ ​the​ ​objective​ ​of​ ​getting​ ​other​ ​people​ ​to​ ​take​ ​action.

Attention:​ ​In​ ​most​ ​media,​ ​they​ ​need​ ​to​ ​have​ ​a​ ​quick,​ ​but​ ​grab​ ​the​ ​customer’s​ ​attention.
By​ ​using​ ​powerful​ ​image​ ​and​ ​words​ ​will​ ​catch​ ​the​ ​customer’s​ ​attention.​ ​For​ ​example​ ​if
we​ ​write​ ​our​ ​headline​ ​like​ ​this​ ​‘How​ ​effective​ ​is​ ​YOUR​ ​website?’​ ​is​ ​grabbing​ ​more
attention​ ​than​ ​just​ ​factual​ ​statement​ ​‘This​ ​week​ ​news​ ​is​ ​about​ ​making​ ​an​ ​effective
website’.

Interest:​ ​Once​ ​we​ ​have​ ​our​ ​customer’s​ ​attention,​ ​sustain​ ​it​ ​by​ ​getting​ ​them​ ​interested.
Perhaps​ ​by​ ​using​ ​interesting​ ​and​ ​memorable​ ​slogan​ ​or​ ​sales​ ​promotion.​ ​Use​ ​bullets​ ​or
break​ ​out​ ​the​ ​text​ ​so​ ​that​ ​it​ ​could​ ​make​ ​your​ ​point​ ​stand​ ​out.

Desire:​ ​Once​ ​the​ ​people​ ​interested​ ​in​ ​what​ ​we​ ​say​ ​then​ ​create​ ​a​ ​desire​ ​in​ ​them​ ​to​ ​make
what​ ​you​ ​want​ ​them​ ​to​ ​do.​ ​Desire​ ​is​ ​a​ ​motivation​ ​that​ ​make​ ​them​ ​act​ ​and​ ​do​ ​something
for​ ​the​ ​better.​ ​By​ ​using​ ​free​ ​samples​ ​to​ ​lure​ ​the​ ​people.

Action:​ ​This​ ​is​ ​the​ ​stage​ ​where​ ​when​ ​we​ ​already​ ​have​ ​the​ ​people’s​ ​desire,​ ​we​ ​make
them​ ​actually​ ​buy​ ​the​ ​product​ ​or​ ​agree​ ​to​ ​our​ ​proposal.​ ​For​ ​example,​ ​buy​ ​the​ ​product
through​ ​the​ ​use​ ​of​ ​voucher,​ ​discount​ ​or​ ​other​ ​promotional​ ​method.
 6. Explain​ ​the​ ​difference​ ​between​ ​advertising​ ​and​ ​promotion.
Advertising​ ​is​ ​a​ ​form​ ​business​ ​communication​ ​for​ ​marketing​ ​and​ ​used​ ​to​ ​encourage​ ​or
persuade​ ​an​ ​audience​ ​to​ ​continue​ ​or​ ​take​ ​some​ ​new​ ​action.​ ​Promotion​ ​is​ ​the​ ​methods
intended​ ​of​ ​selling​ ​a​ ​firm’s​ ​product​ ​to​ ​the​ ​market.​ ​There​ ​are​ ​three​ ​key​ ​objectives​ ​to
promotional​ ​strategy.​ ​Promotion​ ​helped​ ​marketing​ ​to​ ​inform,​ ​persuade​ ​and​ ​to​ ​remind
the​ ​market​ ​about​ ​the​ ​firm’s​ ​product.​ ​Advertising​ ​usually​ ​use​ ​a​ ​variety​ ​of​ ​persuasive
appeals,​ ​it​ ​offers​ ​reasons​ ​to​ ​buy​ ​a​ ​product​ ​or​ ​service.​ ​But​ ​promotion​ ​is​ ​more​ ​giving
reasons​ ​in​ ​the​ ​form​ ​of​ ​different​ ​appeals,​ ​they​ ​offer​ ​incentive​ ​to​ ​the​ ​consumers​ ​to​ ​buy​ ​the
product​ ​or​ ​service​ ​now.​ ​Advertising​ ​usually​ ​used​ ​emotion​ ​or​ ​functional​ ​in​ ​nature
appeals,​ ​but​ ​in​ ​promotion,​ ​the​ ​appeals​ ​are​ ​rational.In​ ​advertising​ ​the​ ​objective​ ​is​ ​to
create​ ​a​ ​favorable​ ​consideration​ ​for​ ​the​ ​product.​ ​It​ ​has​ ​a​ ​long​ ​term​ ​effect​ ​and​ ​is
recurring​ ​in​ ​nature.​ ​In​ ​promotion​ ​the​ ​objective​ ​is​ ​to​ ​stimulate​ ​the​ ​consumers​ ​to​ ​buy​ ​the
product.​ ​Unlike​ ​advertising,​ ​promotion​ ​has​ ​a​ ​short​ ​term​ ​effect​ ​and​ ​is​ ​useful​ ​for
increasing​ ​immediate​ ​sales.​ ​It​ ​is​ ​non​ ​recurring​ ​and​ ​sometimes​ ​one​ ​time​ ​communication
process.

7. Briefly​ ​explain​ ​how​ ​technology​ ​affects​ ​promotional​ ​strategies.

Over​ ​the​ ​last​ ​decade​ ​technology​ ​has​ ​changed​ ​rapidly,​ ​forcing​ ​marketers​ ​to​ ​incorporate
the​ ​new​ ​technology​ ​into​ ​their​ ​marketing​ ​strategy.​ ​First​ ​impact​ ​is​ ​social​ ​media​ ​marketing
because​ ​the​ ​way​ ​technology​ ​is​ ​used​ ​to​ ​build​ ​relationships,​ ​drive​ ​repeat​ ​business​ ​and
attract​ ​new​ ​customers​ ​through​ ​the​ ​sharing​ ​of​ ​information.​ ​Second​ ​is​ ​viral​ ​marketing
because​ ​individual​ ​pass​ ​on​ ​promotional​ ​messages​ ​within​ ​social​ ​networks​ ​to​ ​increase
brand​ ​awareness​ ​through​ ​replicating​ ​a​ ​viral​ ​like​ ​process.

8. Distinguish​ ​between​ ​viral​ ​marketing,​ ​social​ ​networking​ ​and​ ​social​ ​media.

Viral​ ​marketing​ ​relies​ ​on​ ​electronic​ ​messages​ ​and​ ​emails​ ​to​ ​spread​ ​their​ ​advertisements
and​ ​promote​ ​their​ ​product.​ ​For​ ​example​ ​Hotmail​ ​has​ ​embedded​ ​advertisements​ ​into
every​ ​email​ ​that​ ​someone​ ​sends​ ​to​ ​when​ ​a​ ​recipient​ ​opens​ ​an​ ​email​ ​they’ll​ ​see​ ​an​ ​ad
encouraging​ ​them​ ​to​ ​make​ ​an​ ​account.

Social​ ​networking​ ​is​ ​a​ ​social​ ​platform​ ​people​ ​use​ ​to​ ​build​ ​relationships​ ​and​ ​connect​ ​with
others.​ ​These​ ​platforms​ ​are​ ​free​ ​to​ ​join​ ​for​ ​the​ ​general​ ​user,​ ​but​ ​businesses​ ​can​ ​pay
them​ ​to​ ​promote​ ​their​ ​product​ ​on​ ​their​ ​site​ ​so​ ​those​ ​who​ ​visit​ ​will​ ​see​ ​Social​ ​media​ ​is…..
The​ ​differences​ ​between​ ​these​ ​is​ ​that….

9. ​ ​What​ ​is​ ​meant​ ​by​ ​guerrilla​ ​marketing?

10. ​ ​Use​ ​examples​ ​to​ ​outline​ ​unethical​ ​and​ ​socially​ ​irresponsible​ ​promotional
techniques.