1.3.2 Branding And Promotion

Question 1

What is promotion

Answer 1

Is the activities designed to communicate with the market thereby increasing visibility and sales is a product

Create awareness
Persuades customers

Question 2

What’s involved in the promotional mix

Answer 2

Branding 
Merchandising 
Sales promotion 
Direct selling
Advertising
Public relations

Question 3

What is the promotional mix

Answer 3

The combination of promotional activities that a firm uses in order to create consumer awareness and generates sales

Question 4

Promotional decisions are influenced by a number of factors including

Answer 4

• market segmentation and positioning (will it appeal to target market )
• internal constraints ( size of budget )
• external influence ( competitor actions , social trends )

Question 5

What are the promotional methods

Answer 5

Public relations 
Merchandising 
Sales promotion 
Advertising 
Branding

Question 6

Explain public relations

Answer 6

Involves communications with the media such as newspapers , television and radio in order to get favourable publicity for the organisation

Question 7

Describe merchandise

Answer 7

Is the way in which a firm promotes its product at point of sale. Plenty of thoughts is put into the visual display of a product and the way that the product is presented within the selling location

Question 8

Describe Sales promotion

Answer 8

Are short term offers used by firms in order to increase sales for their products

Question 9

Describe advertising

Answer 9

Occurs when firms pay for the promotion of their products through the main media such as television radio and the press

Question 10

Describe branding

Answer 10

A promotional method that involves the creation of an identity for the business that distinguishes that firms and its products from other firms

Adds value

Brand loyalty

Question 11

What are the types of branding

Answer 11

Brand recognition
Corporate branding
Personal branding
Geographical branding

Question 12

Describe brand recognition

Answer 12

Comes in many forms including colour , logo , strap line and shape

Question 13

Describe corporate branding

Answer 13

It attached a perception and promise to the goods and services associated with the brand

Question 14

What is personal branding

Answer 14

When a person brands themselves

Question 15

What is geographical branding

Answer 15

When a region , city or country created a brand that epitomises the people and the lifestyle of that county , often used in tourism

Question 16

What are the benifits of a string brand

Answer 16

• brand loyalty
• creation of identity
• added value
• charge premium prices
• reduced price elasticity demand

Question 17

What are the ways to build brands

Answer 17

• USP
• advertising
• sponsorship
• use of social media

Question 18

Changes have been made in branding and promotion to reflect social trends , this includes

Answer 18

• viral marketing ( encourage spread of promotion , use of blogs and online forums )
• social media ( communicate potential customers)

Emotional branding ( building a brand that will directly tap into consumers feelings , brand selling status of lifestyle choice )