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Theme 1 (BS) > 1.3.2 - Branding and Promotion > Flashcards

1.3.2 - Branding and Promotion Flashcards

1
Q

What is promotion

A

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

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2
Q

What is personal selling (types of promotion)

A
  • Personal selling is an effective way to manage business to customer relationships
  • The sales person acts on behalf of the organization and is useful to customers as a technical advisor
  • Sales people are well trained in the approaches and techniques of personal selling
  • However, sales people are very expensive in terms of salary, training, commission
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3
Q

What is direct marketing (type of promotion)

A
  • Highly focused targeted mail based on what customers have bought before
  • Can be e-mail or by post
  • May be special offers to re-engage customers who have stopped buying
  • Carefully tailored to items that customers have bought before e.g. holidays, hotels, travel deals etc.
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4
Q

What is above-the-line marketing (type of promotion)

A
  • Above-the-line (ATL) marketing involves mass media methods for targeting larger and more general customers (e.g. radio, tv, cinema, newspapers, billboards)
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5
Q

What are the advantages of above the line marketing (type of promotion)

A
  • ATL is tailored to reach a mass audience
  • Advert communication is repeated so the message is clear e.g. “simples” and “go compare”
  • Great for building brand awareness
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6
Q

What are the disadvantages of above the line marketing (type of promotion)

A
  • Disadvantages are that this is a very expensive method and it is difficult to measure clear results from campaigns
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7
Q

What is below the line marketing (type of promotion)

A
  • Below-the-line (BTL) marketing is the same as direct marketing for reaching smaller but more targeted audiences (e.g. Public relations, search engines, events such as restaurant launch, social media marketing)
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8
Q

What are the advantages of below the line marketing (type of promotion)

A
  • Easy to measure if the campaign has reached an audience e.g. through number of website visits, conversion rates, click through rates
  • Easy and inexpensive to use social media to increase brand awareness
  • BTL is more targeted to specific niche segments rather than aiming at the whole mass market
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9
Q

What are the disadvantages of below the line marketing (type of promotion)

A
  • Extensive training on working social media and IT may be needed for marketing staff
  • Deeper understanding of customer or buyer behaviour is required e.g. what do they read, what websites do they visit
  • Targeting diverse cultures with the same theme is difficult
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10
Q

What is public relations (type of promotion)

A
  • 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
  • PR is unpaid communication about an organisation which appears in mass media
  • PR can include publicity stunts
  • PR is a long-term not a short- term strategy
  • PR is very low expenditure –e.g. a business could send its products to the local paper for a “review”
  • PR gives the business less control over what is said BUT consumers find it more believable / authentic
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11
Q

What is sponsorship (type of promotion)

A
  • Positive association of the product with a celebrity or a sport
  • Can be very expensive
  • Difficult to tell what impact this has on brand loyalty or sales
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12
Q

What is BOGOF (sales promotion)

A
  • BOGOF stands for buy one get one free
  • In a BOGOF sales promotion a business offers one item free when another one is bought
  • Used to encourage customers to go into the shop or buy the item
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13
Q

What are the advantages of BOGOF (sales promotion)

A
  • Very popular with shoppers
  • Encourages trial and use of the product
  • Good way to encourage shoppers to switch from their normal brand
  • Boosts sales, therefore sales revenue will increase
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14
Q

What are the disadvantages of BOGOF (sales promotion)

A
  • Loss of profit because there is an increase in costs, this will not
    be balanced by the increase in sales
  • Only useful in the short-term
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15
Q

What is price discount (Sales Promotion)

A
  • Price discounts means that the normal RRP (recommended retail price) of the product or service has been reduced
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16
Q

What are the advantages of price discounts (Sales Promotion)

A
  • Great way to clear old or out-of-date stock
17
Q

What are the disadvantages of price discounts (Sales Promotion)

A
  • Customers may regard the business as a cheap option
    Too many discounts and customers become suspicious e.g. the DFS sale that is always on
18
Q

What are money off coupons (Sales Promotions)

A
  • Coupons can be used to capture new customers – to add an incentive
  • Coupons can also be used with existing customers to encourage an impulse spend
19
Q

What are the advantages of money off coupons(Sales Promotions)

A
  • Coupons can help the customer feel they are getting better value for money
  • Coupons are available from websites, loyalty cards, store magazines and on the back of some packs to encourage repeat purchase
20
Q

What are the disadvantages off money off coupons (Sales Promotion)

A
  • Reduced profits from the cost of running the promotion
  • Some customers may be waiting for the coupons before they purchase
  • Customers may have been wanting to make a purchase anyway
21
Q

What are samples/giveaways (Sales Promotion)

A
  • 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
  • Giveaways may occur on the front of a magazine e.g. matchattax cards on a football magazine
22
Q

What are the advantages of samples/giveaways (Sales Promotion)

A

✓ Ideal for new product launches
✓ Works especially well with some products e.g. shampoo, food etc.
✓ Encourages word-of-mouth promotion

23
Q

What are the Disadvantages of samples/giveaways (Sales Promotion)

A
  • Can be complicated to send in the post – needs a database of customers
  • Can be expensive as giving away some of the product for free
24
Q

What are special events (sales Promotion)

A
  • Special events are activities that the business does to encourage consumers to try the product
  • Events can be; shows, fetes, fairs, or an events at the business e.g. a special tasting evening at a restaurant
25
Q

What are the advantages of special events (sales Promotion)

A

✓ Encourages customers to attend
✓ Rewards loyal customers with a special event
✓ Ideal for small businesses

26
Q

What are the disadvantages of special events (sales Promotion)

A
  • Can be expensive
  • Hard to measure how valuable this marketing is
27
Q

What are point of sale (sales promotion)

A
  • Point of sale display is usually a cardboard display stand located close to the till within a shop
  • This is to draw customer attention and trigger an “impulse” purchase
28
Q

What are the advantages of point of sale (sales promotion)

A
  • Ideal way to promote new products
  • Works best with products that have an event or holiday tie in e.g. crème eggs for Easter
  • Manufacturers can add extra punch to the promotion by giving a discount
29
Q

What are the disadvantages of point of sale (sales promotion)

A
  • Only successful if the product meets the needs of the customer
  • Needs to be designed and out to stores in time for the event / holiday
  • Displays may be put in poor locations by shops e.g. next to a broken till or one that is rarely opened
30
Q

What are the types of digital communications

A
  1. Online adverts
  2. Mobile communications
  3. “Advergaming”
  4. Social media
  5. Consumer generated content
  6. Viral strategies

Theme 1 (BS) (19 decks)

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