Business Studies Collins Revision Guide. - StudyGuide.PK

MARKETING MIX (4)Promotion●●●Promotion informs potential consumers about the product andattempts to persuade them to purchase it. It is more thanadvertising, it includes public relations activities such as customerrelations, sponsorship, free samples and competitions.Advertising can simply inform the public that a product is nowavailable or it can try and persuade them that the product is newand exciting and should be bought NOW!The Advertising Standards Authority control advertising. Alladvertisements must be ‘legal, decent, honest and truthful’.Collins must not make anyfalse claims about theirrevision books. For example,they cannot say, ‘Buy thisbook (don’t read it!) and youare guaranteed an A grade’.●Some products such as milk are advertised generically. ‘The WhiteStuff’ campaign on behalf of the whole dairy industry has beenproduced to persuade people to drink more milk generally.60