1.3.2 Branding and promotion

Question 1

What is promotion?

Answer 1

use of marketing to bring products and services to the attention of potential buyers

Question 2

What are the 4 types of promotion?

Answer 2

Personal selling
Advertising
Publicity
Sales promotion

Question 3

What is personal selling?

Answer 3

A marketing technique that involved direct, face to face interaction with potential customers
-sales person must be trained on specific techniques
-builds trust and improves customer satisfaction

Question 4

What is a drawback to personal selling?

Answer 4

Can be expensive to invest in training and salary

Question 5

What is advertising?
(Inc examples)

Answer 5

Reaching a large audience to increase brand awareness and create specific brand images

Eg- leaflets, radio, tv, print

Question 6

What’s a drawback of advertising?

Answer 6

Expensive

Question 7

What is publicity?

Answer 7

(Personal relations and sponsorships)

Public relations- aims to build relationships between the business and public to create a favourable corporate image

Sponsorships- positive association of a product/service with a celeb/sport

Question 8

What is a drawback of publicity?

Answer 8

The business has less control over what’s said

Question 9

What is sales promotion?

Answer 9

Encourages purchase of a product/service by offering temporary incentives or discounts
(Inc, samples, giveaways, discounts)

Question 10

What’s is a drawback of sales promotion?

Answer 10

Can be expensive when heavily discounting

Question 11

What is above the line advertising?

Inc examples

Answer 11

A mass media method for targeting larger, more general consumers
(Radio, Tv, Billboards)

Question 12

What are 2 advantages and 2 drawbacks of above the line?

Answer 12

A- Reach mass audience sp get max exposure to potential consumers
A- Build brand awareness

D- Expensive
D-May not appeal to right demographic

Question 13

What is below the line advertising?
Inc examples

Answer 13

Directed to reach a small, targeted audience
EG- flyers, social media

Question 14

What are 2 advantages and disadvantages of below the line?

Answer 14

A- easy, cheap
A- more targeted at segments, focused

D-Training in social media may be needed
-Need deeper understanding over buyer behaviour- more market research

Question 15

What is branding?

Answer 15

A characteristic, name or symbol that distinguishes one product from another suppliers
(How a customer perceives a product)

Question 16

What are 4 benefits of having a strong brand ?

Answer 16

Adds value
Makes the product recognisable
Charge premium price
Builds trust

Question 17

Why is it a benefit to add value?

Answer 17

Because making a cheap addition to a product eg branding, increases its awareness and distinguishes it from other brands which may lead to customer loyalty

Question 18

Why is it a benefit to build trust?

Answer 18

Because this will lead to repeat purchase and consumers will maintain which inc erases rev

Question 19

What is manufacturer branding?

Answer 19

Using a company’s name and logo to promote their products/services which are sold in retailers

Question 20

What is an advantage and a drawback of manufacturer branding?

Answer 20

A- strong brand recognition
D- If one product is a ,scandal, can demolish trust of company range

Question 21

What are own brand products?

Answer 21

When retailers produce their own products and use their own name as a label to promote their products

Question 22

What is an advantage and a disadvantage of own brand products?

Answer 22

A- more affordable products
D- often lower quality

Question 23

What are some methods of branding?

Answer 23

-Logos
-Slogans
-Colours

Question 24

What 4 ways can you build a brand?

Answer 24

Usp
Advertising
Sponsorship
Social media

Question 25

How does a USP help a brand?

Answer 25

Helps differentiate the brand and gives it a unique identity which helps increase brand recognition

Question 26

How does advertising help build a brand?

Answer 26

IT increases visibility by creating awareness and shaping perceptions. It can communicate brands identity and message

Question 27

How does a sponsorship help build a brand?

Answer 27

It helps by associating the brand with a specific event.It can increase positive brand association and help reach a larger audience

Question 28

How does social media help build a brand?

Answer 28

It allows the brand to connect and engage with their target audience which increases brand awareness

Question 29

How was social media affected branding?

Answer 29

By viral bran ding and emotional bran ding

Question 30

What is viral branding?

Answer 30

A sales technique that relies on word of mouth for info on products that will cause it to rapidly spread

Question 31

What is emotional branding?

Answer 31

It seeks to create a bond between the consumer and the product by provoking an emotional response to the ad.