Promotional Mix Decisions (AQA A-Level Business): Flashcards
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Practise the cards
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Promotion
Promotion
Methods businesses use to bring products to consumers' attention
Promotional mix
Promotional mix
Combination of methods to inform & persuade customers
Number of promotional mix elements
Number of promotional mix elements
Eight
Informative advertising
Informative advertising
Aims to increase consumer awareness & knowledge about a product
Persuasive advertising
Persuasive advertising
Attempts to convince consumers to purchase a particular product
Merchandising
Merchandising
In-store promotional activities at the point of sale
Packaging (promotional function)
Packaging (promotional function)
Emphasises attractiveness & informs consumers about features
Branding
Branding
Establishes distinct identity to differentiate from competitors
Personal selling
Personal selling
Direct visits by sales reps to prospective customers
Public relations (PR)
Public relations (PR)
Promotes company's overall image rather than individual products