1.3.2 Branding And Promotion

Question 1

What is Promotion?

Answer 1

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

Question 2

What is Personal selling?

Answer 2

Personal selling is an effective way to manage business to customer relationships like a realtor

Question 3

What is Direct marketing?

Answer 3

• Highly focussed targeted mail based on what customers have bought before
• Can be e-mail or by post

Question 4

What is Above the line advertising (ATL)?

Answer 4

Above-the-line (ATL) marketing involves mass media methods for targeting larger and more general customers

Question 5

What is Below the line Advertising?

Answer 5

Below-the-line (BTL) marketing is the same as direct marketing for reaching smaller but more targeted audiences

Question 6

What are Public Relations?

Answer 6

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

Question 7

What are Sponsorships?

Answer 7

Positive association of the product with a celebrity or a sport

Question 8

What is BOGOF?

Answer 8

-BOGOF stands for buy one get one free
-In a BOGOF sales promotion a business offers one item free when another one is bought

Question 9

What are Price discounts?

Answer 9

Price discounts means that the normal RRP (recommended retail price) of the product or service has been reduced

Question 10

What are Money off coupons?

Answer 10

Coupons can be used to capture new customers – to add an incentive

Question 11

What are Samples / giveaways?

Answer 11

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

Question 12

What are Special events?

Answer 12

Special events are activities that the business does to encourage consumers to try the product

Question 13

What is Point of sale?

Answer 13

Point of sale display is usually a cardboard display stand located close to the till within a shop

Question 14

What is Online adverts?

Answer 14

❑banner and commercial classified adverts - including adverts within emails
❑pop-up adverts
❑paid-for search listings
❑paid-for listings on price comparison sites

Question 15

What is Mobile communications?

Answer 15

Mobile communications includes smartphones, androids, tablets and other devices used on the go

Question 16

What is Advergaming?

Answer 16

An advergame is a video game which contains an advert for a product, service or business

Question 17

What is Social media advertising?

Answer 17

Social media advertising is free or low cost so very cost effective

Question 18

What is Consumer generated content?

Answer 18

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

Question 19

What are Viral strategies?

Answer 19

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.

Question 20

What is Branding?

Answer 20

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

Question 21

What is Rebranding?

Answer 21

Rebranding is a marketing strategy in which a new:
• Name
• Symbol
• Term
• Design
• Or combination of the above

Question 22

What is Added value?

Answer 22

A strong brand can add value to a product both for the consumer and for the business

Question 23

What is Advertising?

Answer 23

Brand awareness is a sense of loyalty between customer and the advertiser

Question 24

What are Sponsorships?

Answer 24

Association with a celebrity or sports star can result in increased brand recognition, awareness and perception