1.3.2 Branding And Promotion

Question 1

Definition of Promotion

Answer 1

The use of marketing tools to bring a product/service to the attention of potential buyers

Question 2

What are the types of promotion?

Answer 2

1. Personal selling
2. Direct marketing
3. Above the line advertising
4. Below the line advertising
5. Public relations
6. Sponsorship

Question 3

6 types of sales promotions

Answer 3

1. BOGOF
2. Price discounts
3. Money off coupons
4. Samples/giveaways (ideal for product launch)
5. Special events
6. Point of sale (cardboard display stand)

Question 4

6 ways of Digital Communications

Answer 4

1. Online adverts
2. Mobile communications
3. Advergaming
4. Social media
5. Consumer generated content
6. Viral strategies

Question 5

Pros and Cons of Online Adverts

Answer 5

• reaches large markets
• customers may ignore ads, expensive
• examples: banners, pop ups, emails

Question 6

Pros and Cons of Mobile Communications

Answer 6

• customers can interact with the brand

- security issues, transactions, expensive

Question 7

Pros and Cons of Advergaming

Answer 7

• multi player reaches large audience
• games played by young people means they can’t make purchase decisions
• examples: video games containing ads, websites

Question 8

Pros and Cons of Social Media

Answer 8

• more engagement means people are informed of new product
• apps need to update on a regular basis -> more staff -> expensive
• examples: twitter, Facebook, instagram

Question 9

Pros and Cons of Consumer Generated Content

Answer 9

• able to read reviews, reputation enhanced
• public complaints, online reputation is expensive to manage
• examples: blogs, comments, videos

Question 10

Pros and Cons of Viral Strategies

Answer 10

• consumers spread message themselves = reduced costs

- if it’s to complex, original message is lost

Question 11

Definition of branding

Answer 11

A characteristic name or symbol that distinguishes one product from another supplier

Question 12

What are the types of branding

Answer 12

• brand introduction (first impression is vital)
• manufacturer/corporate branding (builds communication + relationships)
• product branding (shows customers the features + benefits)
• own brand products (made by manufacturer on behalf of shop)
• rebranding (develop new identity)

Question 13

What are the benefits of strong branding?

Answer 13

• added value
• ability to charge premium prices
• increased brand publicity
• reduced PED

Question 14

Ways to build a brand

Answer 14

• UPS / Differentiation
• Advertising
• Sponsorship
• Social media

Question 15

Changes in branding and promotion to reflect social trends

Answer 15

Social media builds the brand.
Emotional branding creates a bond between the product and the consumer.
Viral marketing encourages consumers to share information.