1.3.2 branding and promotion

Question 1

what is promotion

Answer 1

promotion is the activities designed to communicate with the market thereby increasing visibility and sales of a product

Question 2

what are 3 reasons why a business might use promotion

Answer 2

• increase sales
• attract new customers
• inform

Question 3

what is above the line

Answer 3

above the line promotion involves advertising in the media.For example, to have their adverts broadcast ot printed

Question 4

what is below the line promotion

Answer 4

it involves any form of promotion that doesnt involve advertising

Question 5

what is promotional Mix

Answer 5

the combination of promotional activities that a firm uses in order to create consumer awareness and generate sales

Question 6

what are 3 advantages of advertising

Answer 6

• wide coverage
• control of message
• repetition means that the message can be communicated effctively

Question 7

what are 3 disadvantages of advertising

Answer 7

• often expensive
• impersonal
• one way communication

Question 8

what are 3 advantages of personal selling

Answer 8

• high customer attention
• message is customised
• interactivity

Question 9

what are 3 disadvantages of personal selling

Answer 9

• high cost
• labour intensive
• can only reach a limited number of customers

Question 10

what are 2 advantages of sales promotion

Answer 10

• effective at achieveing a quick boost to sales

- encourages customers to trial a product or switch brands

Question 11

what are 2 disadvantages of sales promotion

Answer 11

• sales effect may only be short term

- customers may come to expext or anticipate further promotions

Question 12

what are 3 advantages of direct marketing

Answer 12

• focus limited resources on targeted promotion

- can personalise the marketing message

Question 13

what are 3 disadvantes of direct marketing

Answer 13

• respose rates very enormously
• negative image of junk mail and email spam
• databases expensive to maintain and keep accurate

Question 14

what are public relations

Answer 14

public relations activities are those that create goodwill towards an individual,business,cause or product

Question 15

what is a brand

Answer 15

an identity that is easily distinguishes from other products so that it can be easily communicated and effectively marketed

Question 16

what are the 3 different types of brands

Answer 16

• product brand
• service brand
• umbrella (“family”)brand
• corporate & own-label brands
• global brand

Question 17

what is a product brand

Answer 17

brands associated with specific products.fast moving consumer goods brands are some of the best examples

Question 18

what is a service brand

Answer 18

brands that add perceived value to services ,either delievered face to face or via onlie and apps

Question 19

what does umbrella (“Family”) brand

Answer 19

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

Question 20

what is corporate and own label brands

Answer 20

corporate referes to the practice of promoting the brand name of a corporate entity,as opposed to specific products or service.For example nestle

Question 21

what is the definition of ultimate/global brands

Answer 21

brands that are easily recogmixed and operating world wide.For example coca cola

Question 22

what is brand extention

Answer 22

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

Question 23

what does brand stretching mean

Answer 23

where brand is used for a diverse range of products,not necessarily connected. eg virgin

Question 24

what is viral marketing

Answer 24

viral amrketing uses social media and online platforms to try to increase brand awareness or to achieve other marketing objectives

Question 25

what is an example of a seccessful viral marketing

Answer 25

dove real beuty sketches-people describe their appearance vs how others describe their appearance