1.3.2 Branding and promotion

Question 1

promotion

Answer 1

communicate with customers and persuade to buy

• aim customers = aware of existence & positioning of product
• one of marketing mix
• variety of methods

Question 2

types of promotion

Answer 2

1. advertising
2. sales promotion
3. publicity
4. personal selling
5. sponsorship
6. direct marketing

elements = integrated in a cohesive consistent and logical manner

Question 3

sales promotion

Answer 3

-short term incentives
-encourage buyers to purchase,
special offers/free samples competitions and price cuts

Question 4

public relations

Answer 4

• communicate media/parties = enhance image/product = sales
• no money, unless a professional company is hired to carry out PR
• releasing stories to newspapers/other media

Question 5

other methods of promotion

Answer 5

1. sponsorship (common form of PR, business sponsor individual/event to raise its profile
2. direct marketing (marketing activity that is aimed directly at customer, such as direct mail, door to door leaflets or email
3. personal selling (based on face to face contact with customers)

Question 6

advs and dis of methods of promotion

Answer 6

1. advertising
   adv: wide coverage, control of message, brand loyalty
   dis: expensive, tv
2. public relations/publicity
   adv: relatively cheap
   dis: cant control way story is covered by media
3. direct marketing
   adv: relatively cheap
   dis may not get read
4. sales promotion & merchandising
   adv: entertain and interest consumer
   dis: short term effects and encourage brand switching
5. personal selling
   adv: 2 way communications, answer customer questions
   dis: expensive, only reach limited number of customers

Question 7

advertising media and its adv and dis

Answer 7

1. radio: Listened to,, social trends moving away
2. cinema: difficult to avoid, chose to arrive later
3. newspapers: target group,, not read as often as once
4. magazines: not expensive/targeted, options(Stand out)
5. billboard/poster: viewed lots,, minimal attention given
6. internet: wide reach/cheap,, ad blockers prevent TM view
7. transport: viewed, difficult to grab attention
8. tv: wide reach, expensive

Question 8

key features influencing promotional decisions and strategy:

Answer 8

1. stage in product life cycle (different stage = method)
2. nature of product (info customer need before buying)
3. competitions (what method effective/what rivals doing)
4. marketing obj/budget (afford, what need to achieve)
5. target market (appropriate ways to reach segment)

Question 9

branding

Answer 9

characteristic name or symbol that distinguishes one product from another supplier

Question 10

6 brand types:

Answer 10

1. product brand (specific product, fast moving consumer goods e.g. marmite)
2. service brand (add perceived value to service, face to face or online) e.g Netflix or uber
3. umbrella/family brand (assigned to more than 1 product, makes different product lines easily identifiable by consumer grouping under 1 brand name e.g Cadbury
4. corporate/own label brand (promotion name go corporate entity instead of specific products or services e.g nestle/bbc
5. own label (eg of corporate braining where retail outlets assign corporate branding to range of goods/service e.g Tesco finest
6. global brand (easily recognised, operate worldwide, based on familiarity availability stability) e.g. IKEA, MCds

Question 11

7 benefits of strong branding

Answer 11

1. premium prices = added value = differentiate
2. loyalty/brand image
3. reducing risk when diversifying
4. awareness and sales
5. ‘umbrella’ brand = launch new product successfully
6. PED
7. value on balance sheet

Question 12

4 ways to build a brand:

Answer 12

1. advertising
2. having a unique selling point
3. sponsorship
4. social media

Question 13

advertising

Answer 13

-build a brand = exposure = portray in positive way saturated market = specific TM = new product = loyalty

• apart competition, branding (most efficient/accomplish goal)
• functional message/symbolism/values
• more consumer identify = more persuasive advertising = more likely to purchase

e.g. apple advertises new product
positive= people aware/want to buy eliminate competitor
negative= not all consumers may like their approach

Question 14

sponsorship

Answer 14

• association of product with popular celeb/sports person can increase sales and profile of product
• (corporate) form of marketing where a company pays for the rights to be associated with a project/program
• builds a brand = builds customer loyalty/brand awareness attract specific target market
• good way to build a brand = raise awareness, loyalty

e.g nike sponsors sports players,
positive gives a role model and target market
negative if consumer doesn’t like sponsor may not buy

Question 15

social media

Answer 15

• websites and applications designed to allow people to share content quickly efficiently and in real time
• build a brand by consistently engaging with target audience = boost brand awareness
• hashtags are popular topic alerts your brand has association with = photos and hashtags in popular events
• good way to build brand = way of communication adding building trust, provide value interact with customers having accountability e.g complaints

e.g. boohoo use social media to engage with younger audience endorsements
positive keeps consumers updated
negative not all consumers follow social media

Question 16

unique selling point

Answer 16

better than competitors
differentiate from competitors
give a specific purpose or reason for customers that shop there

Question 17

Social trends

Answer 17

1. social media
   - websites and apps enable users to create & share content to participate in social networking
2. viral marketing
   - encourages people to pass on messages to others about product or service electronically
   - uses social media/online platforms
   - aim increase brand awareness and other marketing objs
3. emotional branding
   - using emotions of a consumer to build a brand
   - designed to appeal to a customer’s emotion, human need or perceived aspiration
   - aims to develop ‘love affair’ between customer/consumer and a brand (encourage brand loyalty)

Question 18

promotional mix

Answer 18

1. advertising (offline and online)
2. sales promotion and merchandising
3. personal selling
4. public relations/publicity
5. sponsorship
6. direct marketing

-all elements must be integrated in a cohesive consistent and logical manner

Question 19

advertising is

Answer 19

a form of promotion

Question 20

6 influences on the promotional mix

Answer 20

1-objectives and budget 
2-product life cycle 
3-nature of product 
4-finance available 
5-target market 
6-competition

Question 21

methods/types of promotion

Answer 21

• above the line (advertising)
• below the line (non media communication= direct selling/marketing)
• through the line (cohesive)