1.3.2 - branding and promotion Flashcards
1
Q
define promotion
A
the methods used by the business to communicate information and persuade consumers to purchase a product
2
Q
list the long term promotional methods
A
- persuasive advertising
- public relations
3
Q
define public relations
A
attempts by a business to create publicity that is reported as news, e.g. hosting a launch party for a new product
4
Q
list the short term promotional methods
A
- buy one get one free
- seasonal price-cutting promotions
5
Q
the benefits of branding
A
- added value
- ability to charge premium prices
- reduced PED
6
Q
list the types of branding and briefly explain what they are
A
- individual brand - single product brands (e.g. Marmite)
- brand family - a brand name used across a range of related products (e.g. Cadbury)
- corporate brand - using the company name as a brand (e.g. Nestlé)
7
Q
define the term brand
A
a recognisable name or logo that helps to differentiate a product or business
8
Q
list the ways to build a brand
A
- advertising
- USP
- sponsorship
- digital media
9
Q
changes in branding and promotion to reflect social trends
A
- viral marketing
- social media
- emotional branding
