Marketing

Question 1

What are the 4 ps of marketing

Answer 1

1. Product
   2.place
   3.promotion
   3.price

Question 2

Who can be targeted by radio, magazines and the cinema

Answer 2

Radio- local usually but also national listeners

Magazines- readers of particular interests

Cinema- viewers of different age groups- parents and kids in PG films but purely adults in 18+ films

Question 3

What are the advantages of radio advertising

Answer 3

Local businesses can target their services at potential customers in the area
Chance of engagement could be higher as listener doesn’t have to actively read info

Question 4

What are the disadvantages of radio advertising

Answer 4

Listeners may skip to other radio channels when hearing the adverts

No visual component which some audience members would find more engaging

Costs at peak times (before work) would be higher than non-peak times

Question 5

What are the advantages of magazine advertising

Answer 5

Marketing can be targeted at specific groups of people to make promotion more financially efficient
Adverts can be kept to refer back to
Visual aids can be used to engage potential customers

Question 6

What are the advantages of television advertising

Answer 6

Television reaches a wide, potentially international audience

Able to reach target audience by advertising at certain times of the day and between certain programmes eg car adverts between top gear

Visual and moving imagery - mkre appealing compared to newspapers or radio

Question 7

What are the disadvantages of television advertising

Answer 7

An be very expensive

Adverts could be skipped by consumer or attention might be diverted when adverts are in

Television adverts takes a long time to make- difficult to make changes and update- advert may bring in less attention if consumer wants change

Question 8

What is “above the line” promotion

Answer 8

Promotion which uses the media and there is no direct contact with the individual customers

Eg: tv, radio, newspapers

Question 9

What is “below the line “ promotion

Answer 9

Promotion where the business directly contacts the customer

Eg emails, door-to-door sales

Question 10

What are the disadvantages of magazine advertising

Answer 10

Exposure to advert is likely to only be once- potential customer may forget about it

Audience may flick past adverts

Content can’t be changed once in print- difficult for monthly magazines

Question 11

What are the advantages of sponsorship advertising

Answer 11

Fans of individuals or teams will have frequent exposure to business

The brand image may benefit from being associated with the team

Possible to target customers with particular interests- niche market

Local businesses can benefit as it places them in the public eye as part of the community- positive reputation

Question 12

What are the disadvantages of sponsorship advertising

Answer 12

Business may become negatively affected by individual/team controversies

Too many sponsors at big events can turn off target audience and ensure no sponsor stands out

Question 13

What are the advantages of newspaper advertising

Answer 13

Targeted at local or national scale

Adverts can be printed frequently- increase exposure and memory

Cheaper than TV

Question 14

What are the disadvantages of television advertising

Answer 14

Creative is limited

Exposure limited to those who read newspapers- readership is in decline

Younger generations don’t read as much newspapers- not suitable for younger audiences

Question 15

What are some advantages of social media advertsiing

Answer 15

More cost effective than other methods

Customer interaction can be more personal

Social media presence can boost traffic to business website

Target audience can be reached through the platform they are most likely to use

Question 16

What are some disadvantages of social media advertising

Answer 16

Inappropriate posts can be put onto advertising- lead to bad reputation

Negative controversy about influencers used to promote brand can damage reputation

Time needs to be dedicated to replying to customer comments - opportunity cost

Question 17

What are the positives of having a strong brand

Answer 17

Customers want to buy and be associated with products from that brand- even if they don’t particularly love the product

The added value from a fashionable brand means products can be sold for more- increased profit margins

Question 18

What does viral marketing mean

Answer 18

Involves social media to increase brand awareness

The success relies on being new, and exciting to ensure the video is sent to as many people as possible

Question 19

What are the advantages of drip marketing

Answer 19

Drip companies are automated processes that send a lot of messages to customers to move them through the sales cycle

Eg shopping retailers sending “new season” emails