1.3.2 Branding and promotion

Question 1

define promotion

Answer 1

use of marketing tools to bring a product service to the attention of potential buyers

Question 2

define personal selling

Answer 2

manage businesses to customer relationships

Question 3

define direct marketing

Answer 3

focused target mail based on customers past purchases

Question 4

define above the line advertising

Answer 4

mass media methods to target large and general customers

Question 5

pro’s above the line advertising

Answer 5

great to build brand awareness

Question 6

con’s above the line advertising

Answer 6

costly, difficult to measure clear results

Question 7

define below the line advertising

Answer 7

smaller, targeted audiences

Question 8

pro’s below the line advertising

Answer 8

easy + inexpensive

Question 9

con’s below the line advertising

Answer 9

extensive training deep understanding

Question 10

define public relation

Answer 10

builds beneficial relationships between firms and consumers

Question 11

define sponshorship

Answer 11

financing a celebrity or well known individual

Question 12

pro bogof

Answer 12

good to clear out of date stock

Question 13

con bogof

Answer 13

may regard business as cheap

Question 14

pro money off coupons

Answer 14

help customers feel they get better value

Question 15

con money off coupons

Answer 15

reduced profits

Question 16

pro samples/giveaways

Answer 16

ideal for new product launches
encourages word of mouth

Question 17

con sample/giveaways

Answer 17

can be complicated to send in post
expensive

Question 18

special events pro

Answer 18

encourage customers to attend
rewards loyal customers

Question 19

con special events

Answer 19

expensive
hard to measure how valuable it is

Question 20

pro point of sale

Answer 20

ideal to promote new product

Question 21

con point of sale

Answer 21

needs to be designed and put in stores in time for event
can get bad placing in store

Question 22

define manufacture/corporate branding

Answer 22

aims to build communication between firms and consumers

Question 23

pro manufacture/corporate branding

Answer 23

spreads costs evenly

Question 24

con manufacture/corporate branding

Answer 24

takes long times, unfavourable incidemts

Question 25

define product branding

Answer 25

show customers features of a product differentiating it from other similar products

Question 26

pro product branding

Answer 26

can command higher prices

Question 27

con product branding

Answer 27

high investment, years to build, limited flexibility

Question 28

define own brand products

Answer 28

made by a manufacturer on behalf of a supermarket

Question 29

pro own brand products

Answer 29

boosts customer loyalty
fill gaps left by competition

Question 30

con own brand products

Answer 30

store brands mixed bag
can be made by numerous companies under supermarket name

Question 31

define rebranding

Answer 31

changing something new

Question 32

pro rebranding

Answer 32

added value
reduced ped
differentation

Question 33

ways to build a brand

Answer 33

usps/differentiation
advertising
sponsorship
social medial

Question 34

define viral marketing

Answer 34

customers encouraged to share info about good

Question 35

define emotional branding

Answer 35

creates bond between consumer and product by providing an emotional response to the advertising