1.3.2 Branding and Promotion Flashcards

1
Q

promotion

A

-generates customer awareness, interest and desire for a product/ service
-builds brand awareness and loyalty, leading to repeat purchases and referrals

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2
Q

give different promotional strategies

A

advertising
direct marketing
sales promotion
personal selling
sponsorship
public relations (PR)
digital communications

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3
Q

advertising

A

paid channels such as television, radio, print media and online ads

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4
Q

+ of advertising

A

It can reach large audiences and increase brand awareness

Can also be used to create a specific brand image or message e.g. the advertising campaign run by Compare the Market (Meerkat)

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5
Q
  • of advertising
A

Can be expensive

The effectiveness of advertising can be difficult to measure

Many customers tune out or ignore ads

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6
Q

direct marketing

A

Involves communicating directly with customers through email, text message, social media or post

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7
Q

+ of direct marketing

A

Business can target specific audiences and personalise their message to individual customers

Direct marketing is also measurable, which enables businesses to track their results and adjust their strategy accordingly

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8
Q
  • of direct marketing
A

Can be intrusive as customers may perceive it as spam

Can also be costly, especially if businesses do not have an established customer database or need to purchase leads

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9
Q

Sales promotion

A

offering temporary incentives or discounts such as free samples, buy one get one free (bogof), discount coupons, loyalty cards

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10
Q

+ of sales promotion

A

Can quickly boost sales or customer engagement

Can help to clear out stock or promote a new product

Can encourage impulse purchases

Can be targeted to specific segments of customers

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11
Q
  • of sales promotion
A

Can be expensive especially if the promotion requires a heavy discounting

Can attract deal-seeking customers who may not be loyal to the brand

May reduce the sales of full-priced products

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12
Q

personal selling

A

Occurs when a salesperson interacts with potential customers one-on-one, either in person or through digital communication channels

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13
Q

+ of personal selling

A

Allows businesses to build relationships with their customers and understand their specific needs

Enables businesses to provide personalised advice and guidance to customers

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14
Q
  • of personal selling
A

Can be expensive due to the cost of hiring and training sales staff

The impact of personal selling can be limited as it is difficult to scale to large audiences

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15
Q

sponsorship

A

an agreement in which a company provides financial or other support to an event, team, or organization in exchange for marketing exposure

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16
Q

+ of sponsorship

A

Can help to build brand awareness and credibility

Can create emotional connections with target audiences

Can support specific business objectives, such as entering new markets or reaching new customers

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17
Q
  • of sponsorship
A

Can be expensive, especially for high-profile events or properties

May not directly drive sales

May be subject to negative publicity if the sponsored entity experiences a scandal or controversy

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18
Q

PR

A

public relations
The business seeks to build relationships with the public and manage their reputation

Public relations activities can include media relations, crisis management and community outreach

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19
Q

+ of PR

A

Can enhance a business’s reputation and credibility

This can lead to increased customer loyalty and sales

Can be cost-effective when compared to advertising or personal selling

20
Q
  • of PR
A

PR can be time-consuming and is difficult to measure the direct impact of PR activities on the profits of a profits

21
Q

digital communications

A

Refer to any form of marketing or communication that is delivered electronically

22
Q

+ of digital communications

A

Can be highly targeted to specific customer segments

Can provide real-time engagement and feedback from customers

23
Q
  • of digital communications
A

Can be easily ignored or filtered out by customers

May require significant investment in technology or data infrastructure

May be subject to data privacy regulations or security breaches

May not be effective for reaching older or less digitally-savvy customer segments.

24
Q

branding

A

the process of creating a unique and identifiable name, design or symbol that differentiates a product or service form its competitors

25
why is branding important to a business?
-establishes recognition and identity -builds trust and credibility -differentiates a business from its competitors -creates an emotional connection with customers which helps to generate repeat purchases -supports marketing and advertising efforts
26
give the three different types of branding
product branding own brand product manufacturer/ corporate branding
27
Manufacturer/Corporate branding
This refers to the use of a company name or logo to promote all the products or services offered by the company This type of branding is used by companies like Nestlé, Nike, and Apple
28
+ of Manufacturer/Corporate branding
Creates a strong brand recognition and reputation for the company, which can increase customer loyalty and trust Allows the company to leverage its existing reputation and customer base to introduce new products more easily Helps to build economies of scale by promoting multiple products under one brand, which can reduce marketing costs and increase profitability
29
- of Manufacturer/Corporate branding
If a company's reputation is damaged by a product it can have a negative impact on all the products offered under that brand If the company faces intense competition in one market e.g smartphones), it may affect the sales of all the products offered across other markets (e.g laptops and desktops)
30
Product branding
This refers to the use of a unique name, design, or symbol to promote a specific product E.g. KitKat, Coca-Cola, and McDonald's Big Mac
31
+ of product branding
Creates a distinct identity for the product which can help to differentiate it from competitors and increase brand loyalty Allows the company to market different products to different segments of the market e.g. Coco Cola and Coke Zero Can help to build customer loyalty and trust by associating the product with a specific quality and benefits
32
- of product branding
The cost of creating and promoting a new brand for each product can be expensive Introducing new products under different brands is difficult as the business must build a new brand for each product from scratch Different products within the brand may have different levels of quality which can affect customer satisfaction
33
own brand product or private label branding
the use of a retailer's name to promote a specific product or service and is often used by supermarkets
34
+ of own brand products
It can help retailers to differentiate themselves from their competitors by offering unique products It allows retailers to offer products at a lower cost than branded products which can help to increase sales and profitability It can help to build customer loyalty by offering exclusive products that are not available elsewhere
35
- of own brand products
Own brand products may have a lower perceived quality than branded products which can affect customer loyalty and trust
36
give 3 benefits of strong branding
1. added value 2. ability to charge premium prices 3. reduced price elasticity of demand
37
give 4 ways to build a brand
-USP -advertising -sponsorship -use of social media
38
how can having a USP build a brand?
Brands can build their reputation by emphasising these unique qualities in their marketing efforts -they are making a product or service stand out from its competitors
39
how can advertising build a brand?
Brands can create compelling ads that resonate with their target audience, raise brand awareness, and communicate their value proposition With the right advertising strategy, brands create a strong emotional connection = brand loyalty
40
how can sponsorship build a brand?
gives brands exposure, building their reputation through partnerships. -aligning themselves with positive associations or values
41
how can social media build a brand?
With the right social media strategy, brands can build a loyal following and create a community around their brand
42
give the 3 current social trends that businesses are aware of and adpating to
-viral marketing -social media -emotional branding
43
what is viral marketing
-social trend Is a strategy where businesses use online platforms to promote their products by creating content at specific times, which can easily be shared and commented on
44
what is the use of social media- for social trends
As social media platforms evolve, businesses must also adapt their social media strategies to keep up with the latest trends E.g. Instagram has been a popular platform for businesses to promote their products through influencer partnerships - or more recently shifting focus to TikTok- short-form video content
45
what is emotional branding in social trends
Emotional branding is a strategy where companies build strong emotional connections with their customers by appealing to their values, beliefs, and emotions