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Marketing Mix and Promotion Strategies: A Business Studies Worksheet, Lecture notes of Marketing

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

2021/2022

Uploaded on 09/27/2022

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Worksheet 7i AS Business Studies
1
Marketing mix - Promotion
Read introducing the topic
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?
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Marketing mix - Promotion

Read introducing the topic –

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 thisHow 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 -

  1. Trade fair and exhibitions
  2. Sponsorship
  3. Public relations Branding: Brand extension

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