Business – 3.3 The marketing mix – Promotion methods | e-Consult
3.3 The marketing mix – Promotion methods (1 questions)
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Answer:
- Target audience demographics: Knowing the age, gender, income and lifestyle of the intended customers ensures the chosen media (e.g., Instagram for younger shoppers, magazines for older professionals) reaches the people most likely to buy.
- Reach and frequency: The retailer must assess how many potential customers can be exposed to the message (reach) and how often they will see it (frequency). High reach maximises awareness, while adequate frequency reinforces the brand message.
- Cost‑effectiveness: Comparing the cost per thousand impressions (CPM) or cost per click (CPC) across media helps the retailer allocate budget efficiently, ensuring the greatest return on investment for the campaign.