1.3.2 branding and promotion Flashcards
what is promotion?
promotion is the process by which people are encouraged to buy an organisations product or service
what is promotion used for
- inform
- persuade
- remind
what is AIDA
it is acronym that stands for attention interest desire action
what is above the line advertising
advertising above the land is to advertise to a mass an example of this is - tv adverts - online adverts - cinema adverts - daily newspaper outlets
what is an advantages and disadvantages of above the line adverting
an advantage it reaches a large pool of potential customers
a disadvantage is very expensive to make an advert and air it
what is below the line advertising and how is it used for
This is advertising to niche markets
it is used to develop attitudes, create awareness, communicate info to the target audiance
what are some examples of below the line advertising
- leaflets
- posters
- local radio adverts
- billboards
- brochures
what is personal selling?
personal selling is an effective way to manage personal customer relationships
the sales person acts on behalf of an organisation
what are public relations?
public relations is the actions of businesses in promoting goodwill betweenitself and teh general public
- these could be news letters, blogs, press releases
What is direct mail?
highly focussed targeted mail based on what you have bought before
Trade fairs and exhibition
- allows them to talk business early
- able to show larger objects
- able to demonstrate products
what are sponsorships
they are create a positive association with the product or business with a celebrity or a sport
what is branding?
a characteristic or symbol that distinguishes a product from rivals
manufacturers and branding
created by manufacturers
- use advertising and promotion to build brand loyalty
- they can charge higher prices and customers will stay loyal
own label brands
- created by retailers
- good value for money for the consumer
- high profits for the retailers
- ties consumer to retailers
