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This worksheet from a Business Studies course covers various aspects of the marketing mix, with a focus on promotion. Topics include the importance of communication, different forms of promotion, advertising objectives, and various promotion strategies such as sales promotion, personal selling, and public relations. The worksheet also touches upon the concept of branding and the marketing budget.
Typology: Lecture notes
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Nikon Coolpix promotion exceeds targets Why was it so important for Nikon to choose something completely different? Importance of promotional campaign to a clearly defined audience? Considering the age of the article, what may Nikon now have to do for their promotional campaign?
Why is promotion an important part of the marketing mix? Key word here is communication – what does this mean and why is it important? Advertising is only one form of promotion – a firm needs to have a ‘promotion mix’: How? A firm will have a ‘promotion budget’: each promotion medium will compete for this How will it be allocated? What will be considered effective? Quality of communication Promotion is: To start with, a firm needs to establish
Activity 17.1 – The Cadbury Gorilla advertisement
Advertising agencies: Advertising decisions – which media to use? Advertising expenditure and trade cycle -
Marketing or promotion budget
Promotion and the product life cycle: Packaging – what is it and what does it do?
Summary of the worksheet in your own words (in English and Chinese): Vocabulary check: English Chinese
