1.3.2 branding and promotion

Question 1

What is the Marketing mix?

Answer 1

Product, Promotion, Pricing, Place

Question 2

What is the definition of promotion?

Answer 2

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

Question 3

What is the 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.

Examples: *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 branding, 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

What are ways to build a brand?

Answer 18

USP - product differentiation, advertising - consumer awareness, sponsorship.

Question 19

How have changes in branding and promotion been affected by social media?

Answer 19

Viral marketing - Facebook, Instagram… businesses can post news 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.