1.3.2 Branding and Promotion

Question 1

What is the Marketing mix?

Answer 1

• product
• promotion
• pricing
• place

Question 2

definition of promotion

Answer 2

To inform customers about the product and to persuade them the product is better than competing products.

Question 3

definition of branding

Answer 3

making a product easily distinguished, so it can be easily communicated and effectively marketed..

Question 4

what are the different types of promotion?

Answer 4

• Advertising
• Sales promotion
• Personal selling
• Public relations
• Direct marketing

Question 5

what are the benefits of advertising?

Answer 5

*Wide coverage
*Control of message
*Effective for building brand awareness and
loyalty

Question 6

what are the drawbacks of advertising?

Answer 6

*Often expensive
*Most methods are impersonal
*One way communication
*Lacks flexibility
* lacks opportunity to close the sale

Question 7

what are the benefits of personal selling?

Answer 7

*High customer attention
*Persuasive impact
*Potential for development of relationship
*Adaptable
*Opportunity to close the sale

Question 8

what are the drawbacks of personal selling?

Answer 8

*High cost
*Labour intensive
*Can only reach a limited number of customers

Question 9

what are the benefits of sales promotions?

Answer 9

*Effective at achieving a quick boost to sales
*Encourages customers to trial a product or switch brands

Question 10

what are the drawbacks of sales promotions?

Answer 10

*Sales effect may only be short-term
*Customers may come to expect further promotions
*May damage brand image

Question 11

what is Public relations promotion?

Answer 11

activities that create a good image toward an individual,
business, cause or product. eg. *Promoting new products
* Enhancing public awareness
* Projecting a business image

Question 12

what is direct market promotion?

Answer 12

*The ultimate aim of
direct marketing is to trigger a “response”
* allows a business to build loyalty and relationships with the customers

Question 13

what are the different types of branding

Answer 13

• product branding
• own branding
• corporate branding

Question 14

what is corporate branding?

Answer 14

• how a business presents itself
• within corporate bran there may be separate product brands

Question 15

what is product branding?

Answer 15

• relates to specific individual products
• will have its own logo and slogan
• have corporate brand on the packaging

branded products:
- expensive marketing
- high retail price

Question 16

what is own branding?

Answer 16

• brands that are in-house in a supermarket or retailer
• don’t have distinctive slogans or attractive logos
• cheaper prices
• lower quality

Question 17

What are the benefits of strong branding?

Answer 17

• adds value (makes it less price elastic)
• customer loyalty ( repeated purchases)
• charge higher prices

Question 18

Ways to build a brand

Answer 18

• USP - product differentiation
• advertising- consumer awareness
• sponsorship

Question 19

How have changes in branding and promotion bee affected by social media

Answer 19

• viral marketing - Facebook, Instagram… business can post new and updates that customers can share.

benefits
* low costs
drawbacks
* loss of control
* negative messages can be posted

Question 20

What is emotional branding?

Answer 20

• engage a consumer product is matched to the lifestyles, aspirations and values to trigger an emotional response.