edf40wrjww2CF_PaperMaster:Desc
Section A
Question 2
Promotion mix includes a combination of media and messages that a company uses to promote and communicate its image and products to existing customers, potential customers and stakeholders. The choice of the combination of communication channels depend on the target audience, the size of market, nature of the product and the costs of the channels. The promotion mix elements are advertising, sales promotion, selling, public relations, direct marketing and online marketing.
The first element, advertising, refers to paid types of non personal communication of ideas, goods or services delivered through selected media channels. Media refers to where the advert is placed for example bill boards, TV advert and posters. When different types of media are used it is known as a media mix. Adverts are targeted at a mass audience therefore it is non-personal and can reach a large number of people at a relatively low cost. Responses to adverts can be cognitive, affective or behavioural therefore the advertising process must identify the audience at which communication is aimed. Adverts, under the ASA rules must be legal, honest, decent and truthful. In the case of Ryan Air advertising is the main issue. They have misled consumers with false information. These adverts were aimed at potential customers as existing customers would have been familiar with the operations of the company. We have not been told if the adverts have been successful at gaining new customers and if Ryan Air has experienced higher profits.
The second element is sales promotions, which are techniques designed tactically to add value to products which will achieve sales and market growth ...