1.3.2 Branding And Promotion Flashcards
What is Promotion?
The use of marketing tools to bring a product or service to the attention of potential buyers
What is Personal selling?
Personal selling is an effective way to manage business to customer relationships like a realtor
What is Direct marketing?
• Highly focussed targeted mail based on what customers have bought before
• Can be e-mail or by post
What is Above the line advertising (ATL)?
Above-the-line (ATL) marketing involves mass media methods for targeting larger and more general customers
What is Below the line Advertising?
Below-the-line (BTL) marketing is the same as direct marketing for reaching smaller but more targeted audiences
What are Public Relations?
Public relations is also known as PR
• PR aims to build a relationship between the business and the public, to create a favourable corporate image
What are Sponsorships?
Positive association of the product with a celebrity or a sport
What is BOGOF?
-BOGOF stands for buy one get one free
-In a BOGOF sales promotion a business offers one item free when another one is bought
What are Price discounts?
Price discounts means that the normal RRP (recommended retail price) of the product or service has been reduced
What are Money off coupons?
Coupons can be used to capture new customers – to add an incentive
What are Samples / giveaways?
This is where a business may send out or give customers free samples in order to persuade them to try the product for the first time
What are Special events?
Special events are activities that the business does to encourage consumers to try the product
What is Point of sale?
Point of sale display is usually a cardboard display stand located close to the till within a shop
What is Online adverts?
❑banner and commercial classified adverts - including adverts within emails
❑pop-up adverts
❑paid-for search listings
❑paid-for listings on price comparison sites
What is Mobile communications?
Mobile communications includes smartphones, androids, tablets and other devices used on the go
What is Advergaming?
An advergame is a video game which contains an advert for a product, service or business
What is Social media advertising?
Social media advertising is free or low cost so very cost effective
What is Consumer generated content?
This means any form of
content such as video, blogs, discussion form posts, digital images, audio files, and other forms of media that was created by consumers
What are Viral strategies?
Viral marketing describes any strategy that encourages customers to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.
What is Branding?
A brand is a characteristic name or symbol that distinguishes one product from another supplier
What is Rebranding?
Rebranding is a marketing strategy in which a new:
• Name
• Symbol
• Term
• Design
• Or combination of the above
What is Added value?
A strong brand can add value to a product both for the consumer and for the business
What is Advertising?
Brand awareness is a sense of loyalty between customer and the advertiser
What are Sponsorships?
Association with a celebrity or sports star can result in increased brand recognition, awareness and perception
