Intro/General
Occurs when products that are the same or similar are made to appear different and/or better than those of their competitors.
Differentiation
Which of the following are not common advertising techniques or tools?
A) Threats; Offensive language
B) Humour; Scientific evidence
C) Famous spokespeople; demonstrations
D) ‘Slice of life’, jingles
A) Threats; Offensive language
______ ______ refers to children repeatedly asking until the parent gives in to the child's request.
Pester Power
A paid, non-personal message about a product or service is referred to as:
Advertising
Which factor is most likely to influence a shopper in a supermarket to choose toilet rolls made from recycled paper?
A) Convenience
B) Value
C) Service
D) Environmental Awareness
Name 2 promotion strategies
•Advertising
•Personal selling
•Sales promotion
•Publicity
•Product endorsements and sponsorship
•Special promotions
•Junk mail
•Event sponsorship and venue naming rights
Name two ways businesses target children
Pester Power
Buzz Marketing
Celebrity Endorsements
Advertising in schools
Methods used by a business to inform, persuade and remind customers about its products
Promotion
Name 2 factors that differentiate products
Service
Convenience
Social
Environmental Issues
Value
Name one advantage and one disadvantage of using opinion leaders for promotion
Advantage
Helps to improve customers image of the brand or product.
Can personalise the message
Good insight into the audience
Can reach a large audience
Disadvantage
Lack of control over content being produced.
Can be problematic when using opinion leaders that engage in unethical behaviours.
Name 2 ways a target market can be segmented
•Demographic factors – age, gender, culture, income, occupation
•Geographic factors (location i.e. rural, urban, etc).
•Psychographic factors – social class, income level
•Lifestyle : Involves classifying people according to their values, beliefs, opinions, and interests.
•Behavioural factors - divides the market into groups based on their knowledge, attitudes, uses and responses to the product.
The process of referring to moral beliefs in order to make a decision.
Ethical
Consumers will often choose cheaper alternatives of a product in order to save money, making this another major factor of differentiation.
Value
This strategy involves developing long term, positive relationships with customers to create loyalty.
Relationship Marketing
____________occurs when the total market is subdivided into groups of people who share one or more common characteristics.
Market Segmentation
Any free news story about a business’s product
Publicity
Name 2 illegal promotion practices
Exaggerated Claims that cannot be proved
Vague Statements intended to mislead
Before and after advertisements that aren't true
Special Offers that are always happening
Name 2 aims of promotions
Introduce a new product
Sell more of an existing product
Attract new customers
Demonstrate the advantage of one product over alternatives
Improve the company’s image
Which target market does a business use to generate most of its revenue?
Primary
Name, term, symbol or design that identifies a specific product and distinguishes it from its competitors
Brand