1.3.2 branding and promotion Flashcards
what is promotion
promotion is the activities designed to communicate with the market thereby increasing visibility and sales of a product
what are 3 reasons why a business might use promotion
- increase sales
- attract new customers
- inform
what is above the line
above the line promotion involves advertising in the media.For example, to have their adverts broadcast ot printed
what is below the line promotion
it involves any form of promotion that doesnt involve advertising
what is promotional Mix
the combination of promotional activities that a firm uses in order to create consumer awareness and generate sales
what are 3 advantages of advertising
- wide coverage
- control of message
- repetition means that the message can be communicated effctively
what are 3 disadvantages of advertising
- often expensive
- impersonal
- one way communication
what are 3 advantages of personal selling
- high customer attention
- message is customised
- interactivity
what are 3 disadvantages of personal selling
- high cost
- labour intensive
- can only reach a limited number of customers
what are 2 advantages of sales promotion
- effective at achieveing a quick boost to sales
- encourages customers to trial a product or switch brands
what are 2 disadvantages of sales promotion
- sales effect may only be short term
- customers may come to expext or anticipate further promotions
what are 3 advantages of direct marketing
- focus limited resources on targeted promotion
- can personalise the marketing message
what are 3 disadvantes of direct marketing
- respose rates very enormously
- negative image of junk mail and email spam
- databases expensive to maintain and keep accurate
what are public relations
public relations activities are those that create goodwill towards an individual,business,cause or product
what is a brand
an identity that is easily distinguishes from other products so that it can be easily communicated and effectively marketed
what are the 3 different types of brands
- product brand
- service brand
- umbrella (“family”)brand
- corporate & own-label brands
- global brand
what is a product brand
brands associated with specific products.fast moving consumer goods brands are some of the best examples
what is a service brand
brands that add perceived value to services ,either delievered face to face or via onlie and apps
what does umbrella (“Family”) brand
brands that are assigned to more than one product.umbrella branding makes different product lines easily identifiable by the consumer by grouping them under one brand name For example cadbury
what is corporate and own label brands
corporate referes to the practice of promoting the brand name of a corporate entity,as opposed to specific products or service.For example nestle
what is the definition of ultimate/global brands
brands that are easily recogmixed and operating world wide.For example coca cola
what is brand extention
when a business uses a brand name on a new product that has some of brands characteristics for example mars bar and mars ice cream
what does brand stretching mean
where brand is used for a diverse range of products,not necessarily connected. eg virgin
what is viral marketing
viral amrketing uses social media and online platforms to try to increase brand awareness or to achieve other marketing objectives
what is an example of a seccessful viral marketing
dove real beuty sketches-people describe their appearance vs how others describe their appearance
