1.3.2 Branding And Promotion 🎚

Question 1

What is promotion?

Answer 1

Business drawing attention to their products or services

Question 2

What are the aims of promotion ?

Answer 2

To teach a widely disperse market
Show that your better than rivals
Improve brand image
Reassure quality of product

Question 3

What are the two types of promotion ?

Answer 3

Above the line - advertising in the media

Below the line promotion - form of promotion that does not involve adverting

Question 4

What are the three kinds of advertising and examples of above the line promotion?

Answer 4

Informative advertising - raise awareness of product and it’s features

Persuasive advertising - puts pressure on consumer to buy against competitors

Reassuring advertising - aimed at existing customer to show that they are buying the right product and that their money is safe

Tv , cinema , print media , radio , internet

Question 5

What are the advantages and disadvantages of using television as an advertisement for promotion (above the line?)

Answer 5

Advantages-
huge audience can be reached
these are products can be demonstrated sound and movement can
scope for targeting groups with digital TV

Disadvantages-
Very expensive
Message may be short lived
Some may avoid the add
Delay between seeing ads and shopping - may not be as

Question 6

What are the advantages and disadvantages of print Media?

Answer 6

Adv - national and local coverage
Vouchers and coupons can be used
Cheap
Can meet target audience with specialised magazines

Disadvantages- individual ads may be lost in the sea of ads

Not interactive - if want to know more ?

Question 7

What are the positives and disadvantages of using the radio to advertise?

Answer 7

Cheap
Local
Sound can be used

Negatives - may be ignored
limited audience

Question 8

What are the positives and negatives advertising on the internet ?

Answer 8

Can target using data
Cheap
Update regularly
Can be interactive - send customer to shopping 🛍
Can reach wide audience

Negative - ad fatigue
Tech problems

Question 9

What are the 6 different forms of below the line ?

Answer 9

Sales promotion - incentive goods used to encourage other to buy products

Loyalty cards - the more they spend the more rewards are collected

BOGOF offers

Competition

Public relations- improve sales through improve public image

Sponsorship

Press conference.

Merchandising and packaging - arrange a point in sale - find product interesting

Display material

Stock
Layout

Direct mailing

Direct selling - features of products can be discussed in person or over the phone However callers may be irritated by call

Exhibitions and trade fairs - set up stand and promote product face to face - products can be tested out by Co summers before full launch

Can be used overseas and break into foreign markets

Could attract the media

Personal face to face

Specific questions can be answered

Question 10

What are the 7 factors that effect the type of promotion chosen ?

Answer 10

1. Cost- not all business can afford TV advertise - such a high production cost
2. Market type - mass? - large exposure - TV niche ? - specific so magazines
3. Product type - diff products are suited with different promotions
4. Stage in product life cycle 🚲 - PR - only used for mature products
5. Competitor promotions - keep in trend - will have a higher change of success
6. Legal factors - smoking or vaping no political factors

Question 11

What are the three types of brands?

Answer 11

Manufacturer brands -the use of a company name or logo to promote all the products or services offered by the company

Own brand products -Products are manufactured for wholesalers by other businesses

Generic brands - name of product type rather than company name

Question 12

What are the three benefits of having a strong brand

Answer 12

1. added value in the eyes of customers
   - more appealing and glamorous
2. ability to charge premium prices- Due to Customer loyalty built up over the years less to switch to cheaper brands because they develop the habit of having a favourite brand
3. Reduce the price elasticity- make it more inelastic

Question 13

What are the four ways to build a brand?

Answer 13

1. exploiting a unique selling point - can charge more distinguishing stand out
2. advertising - Become popular established and it serves as a constant reminder of how good your brand is
3. Sponsorship-
   help build positive
   PR help build brand positioning
   help build emotional connection and commitment

Social media - can add advertisements on their page and it helps increase trust as communication is quicker and easier and

queries can be put on the page - caring

increases their presence help focus on a

specific consumer group

Question 14

What are the three ways that changes in branding a promotion reflects social trends?

Answer 14

1. Viral marketing - communication that involves a strategy that encourages people to pass on a message electronically about a product of business
2. Increase social image - increase process in social media
3. Emotional branding- the use of the customers emotions to build your brandPoint is to build a bond is so strong that it’s hard to break loyalty

Question 15

What are the positives and negatives of manufacturer branding?

Answer 15

Positives - Creates a strong brand image and reputation for the company

Allows customers that had existing loyalty to buy new product made by a company

Helps build economies of scale with a company selling multiple businesses under their name

Negatives-  if company suffered a bad reputation or products and services can fail to sale