11. Promotion and branding Flashcards
Above the line promotion
- Informative advertising
- Persuasive advertising
- Reassuring advertising
Below the line promotion
- Sales promotion
- Public relations
- Merchandising and packaging
- Direct mailing
- Direct selling
- Exhibitions and trade fairs
Sales promotions (below the line promotion)
- Free gifts
- Coupons
- Loyalty cards
- Competitions
- BOGOF offers
- Money-off deals
Public relations (below the line promotion)
- Press releases
- Press conferences
- Sponsorship
- Donations
Merchandising and packaging (below the line promotion)
- Product layout
- Display material
- Stock
What afects the choice of promotion?
- Cost
- Market type
- Product type
- Stage in the product life cycle
- Competitor’s promotions
- Legal factors
Types of branding
- Manufacturer brands
- Own-label brands
- Generic brands
Benfits of strong branding:
- Added value
- Ability to charge premium prices
- Reduced price elasticity of demand
Ways to build a brand:
- Exploiting a USP
- Advertising
- Sponsorship
- Using social media
Changes in branding and promotion to reflect social trends
- Viral marketing
- Social media
- Emotional branding
Advertising
Communication between a business and its cutomers where images are place in the media to encourage the purchase of products
Emotional branding
the practice of using the emotions of a consumer to build a brand
Generic brands
Products that only contain the name of the product category rather than the company or product name
Manufacturer brands
Brands created by the producers of goods or services
Merchandising
A promotion specifically at the point of sale of a product
Own-label, distributor or provate brands
Products that are manufactured for wholesalers or retailers by other businesses
Point of sale
Any point where a consumer buys a product
Promotion
An attempt to obtain and retain customers by drawing their attention to a firm or its products
Public relations
An organisation’s attempt to communicate with interested parties
Sales promotion
Methods of promoting products in the short term to boost sales
Sponsorship
Making a financial contribution to an event in return for publicity
Viral marketing
Any strategy that encourages people to pass on messages to others about a product or a business electronically
