The Marketing Mix:

Promotion and
Technology in
Marketing

Textbook, Chapter 14 [pg 175-189]

Name: …………………………………………………

Class: …………

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Learning outcomes:
• Identify the aims of promotion.
• Identify different forms of promotion and how they influence sales.
• Discuss the importance of the marketing budget in making promotion
decision, need for cost effectiveness in spending the marketing budget.
• Define and explain the concept e-commerce.
• Identify the opportunities and threats of e-commerce to business and
consumers.
• Identify ways to use the internet and social networks for promotion.

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Advertisement – This involves ‘above-the-line’ promotions.

Sales promotion – This involves ‘below-the-line’ promotions.

The aims of promotion

1. To i_______ people about particular issues

2. To i________ new products on the market

3. To c________ with competitors’ products

4. To i_________ the company image

5. To increase s________

6. To create a brand i________

Advertising

Definitions to learn:
Persuasive advertising _______________________________________
___________________________________________________________

Informative advertising _______________________________________

___________________________________________________________

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Target audience _____________________________________________

___________________________________________________________

Advertising Process

1. Set _________________

2. Decide the ______________

______________________

3. Create an ______________
_______________________

4. _________________ to use

5. _______________________
of the campaign

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Types of Advertising Media

• Television
• Radio
• Newspaper (national or local)
• Magazines
• Posters/ billboards
• Cinemas, DVD, blu-ray discs
• Leaflets
• Internet
• Other forms of publicity
• Product placement

Sales Promotion
• Price reductions
• Gifts
• BOGOF (Buy one and get one free)
• Competitions
• Point-of-sale displays and demonstrations
• After-sales service
• Free samples

Advantages of sales promotion

1) It can p___________ sales at times in the year.

2) It e___________ new customers to try existing product.

3) It encourages consumers to try a n______ product.

4) It encourages existing customers to buy a product more o_____ / in a

greater quantities.

5) It encourages customers to buy your product instead of a c________

brand.

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Marketing budget

Definition:_______________________________________________________

Which type of promotion should be use?

1. The stage of the life cycle that has been reached

2. The nature of the product itself

3. The advertising budget

4. The cultural issues involved in international marketing

5. The nature of the target market

Public relations/ sponsorship

This is to promote a good image for the company/ product, to raise awareness
through sponsorship and donations.

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Using technology for promotion

Advertise business on social networking sites.

Advantages Disadvantages
1.Target specific demographic group 1.Can alienate customers if they find
the adverts annoying.

2. Guarantees target customers see 2. Have to pay for advertising if using

advert. pop-ups.

3. Speed in response to market 3. Lack of control of advertising if used

changes. by others.

4. Cheap to use. 4. May be altered or used in a bad way

and forwarded on to other users giving
the business bad publicity.
5. Reaches group that are difficult to
reach any other way.

Advertise business on own website.

Advantages Disadvantages
1. No extra cost. 1. Potential customers may not see the
website.

2. Can control own advertising 2. Relies on customers finding the

website.

3. Can change adverts quickly and 3. Design costs of the website may be
update pictures. high.
4. Interactive adverts can make the
adverts more attractive than other
forms of advertising media (magazine).

5. Can provide other information in

adverts and link to other pages.

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