Advertising is defined as any paid-for method of promotion. Advertising is the main form of
above the line promotion.
Advertising presents or promotes the product to the target audience through a variety
of media such as TV, radio, cinema, onl
Research Methods Notes
Unit 1 - Language of Research
Types of Research
Who is buying our product?
Mean age of our customers?
Mean purchase amount of our product per customer.
Percentage of customers within Ontario
Proportion of Male ve
It is helpful to define the five main elements of the promotional mix before considering their
strengths and limitations.
Advertising is any paid form of non-personal communication of ideas or products in the "p
Direct marketing is concerned with establishing an individual relationship between the business
offering a product or service and the final customer.
Direct marketing has been defined by the Institute of Direct Marketing as:
Personal selling is where businesses use people (the sales force) to sell the product after
meeting face-to-face with the customer.
The sellers promote the product through their attitude, appearance and specialist product
Product Life Cycle
The product life cycle is an important concept in marketing. It describes the stages a product
goes through from when it was first thought of until it finally is removed from the market. Not all
products reach this final stage. Some con
It is not enough to have good products sold at attractive prices. To generate sales and profits,
the benefits of products have to be communicated to customers.
Promotion is, therefore, about companies communicating with customers.
A business' to
Why and what should a business advertise?
Before undertaking an advertising campaign, marketers should be able to answer two key
(1) Why are we advertising?
(2) What are we advertising?
On the face of it these seem like two fairl
The Advertising Budget
A famous comment usually attributed to Lord Leverhulme goes:
I know that half of my advertising budget is wasted, but Im not sure which half
It is notoriously difficult to measure the effect of advertising on a business
A product is defined as:
"Anything that is capable of satisfying customer needs"
This definition includes both physical products (e.g. cars, washing machines, DVD players) as
well as services (e.g. insurance, banking, private health
It is a common mistake to believe that promotion by business is all about advertising. It isnt.
There are a variety of approaches that a business can take to get their message across to
customers, although advertising is certainly an impor