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Business > 1.3.2 Branding Promotion > Flashcards

1.3.2 Branding Promotion Flashcards

1
Q

Definition of Promotion

A

The process of generating customer awareness, interest, and desire for a product

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2
Q

7 methods of Promotion

A

-Personal Selling
-Digital Communications
-Sponsorship
-Public Relations
-Advertising
-Direct Marketing
-Sales Promotion

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3
Q

Definition of Advertising

A

Promotion occurs through paid channels such as tv, radio, and magazines

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4
Q

2 Advantages of Advertising

A

-Reach larger audience
-Can be used to create specific design image

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5
Q

3 Disadvantages of Advertising

A

-Expensive
-Can be too generalised
-Effectiveness can be hard to measure

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6
Q

Definition of Direct Marketing

A

The process of directly communicating with customers through email, text, or social media

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7
Q

2 Advantages of Direct Marketing

A

-Can be target specific
-Can be measurable in effectiveness

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8
Q

2 Disadvantages of Direct Marketing

A

-Can be intrusive
-Can be costly, especially if lack of established customer base

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9
Q

Definition of Sales Promotion

A

Marketing that uses short term incentives or loyalty schemes to boost sales

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10
Q

4 Advantages of Sales Promotion

A

-Can boost sales/customer engagement
-Can help clear out stock
-Can encourage impulse buys
-Can be targeted

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11
Q

3 Disadvantages of Sales Promotion

A

-Can be expensive
-May not attract loyal customers
-May reduce sales of full price items

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12
Q

Definition of Personal Selling

A

When a salesperson interacts with potential customers one-to-one either in person or digital

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13
Q

2 Advantages of Personal Selling

A

-Allows relationships to be built
-Adds personal experience and advice

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14
Q

2 Disadvantages of Personal Selling

A

-Can be expensive to train staff
-Hard to scale up with larger audiences

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15
Q

Definition of Sponsorship

A

An agreement where a company provides support (financial or other) to an event, team, or organisation for marketing exposure

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16
Q

3 Advantages of Sponsorship

A

-Help build brand awareness
-Can create emotional connections
-Help reach new customers

17
Q

3 Disadvantages of Sponsorship

A

-Expensive
-May not directly improve sales
-Can be subject to negative publicity

18
Q

Definition of Public Relations

A

When relationships are built with the public by managing their reputation

19
Q

3 Advantages of Public Relations

A

-Can enhance businesses reputation and credibility
-Can increase customer loyalty
-Can be more cost effective

20
Q

2 Disadvantages of Public Relations

A

-Time consuming
-Hard to measure impact

21
Q

Definition of Digital Communications

A

Any form of marketing that is delivered electronically

22
Q

2 Advantages of Digital Communications

A

-Can be targeted
-Can provide fast feedback

23
Q

3 Disadvantages of Digital Communications

A

-Can be ignored easily
-May need investment into infrastructure
-May miss certain demographics

24
Q

Definition of Branding

A

A name, image or logo that helps a product stand out in a market

25
Q

4 Advantages of Branding

A

-Helps build reputation
-Can add value
-Can charge premium
-Helps reduce PED

26
Q

Definition of Corporate Branding

A

The use of a company name or logo to promote all products

27
Q

3 Advantages of Corporate Branding

A

-Builds brand recognition
-Helps economies of scale
-Help build reputation

28
Q

2 Disadvantages of Corporate Branding

A

-If tarnished can damage all products
-May impact sales if strong competition

29
Q

Definition of Product Branding

A

Refers to the name, design, or symbol to promote a specific product

30
Q

3 Advantages of Product Branding

A

-Helps differentiation
-Allows different profits to be segmented
-Helps build loyalty by its quality

31
Q

3 Disadvantages of Product Branding

A

-High cost for each product
-Hard to do for each product
-May have differently levels of quality

32
Q

Definition of Own Brand Branding

A

Branding using the retailers name to promote a product

33
Q

3 Advantages of Own Brand Branding

A

-Helps differentiation
-Allows a lower price to be set
-Builds loyalty

34
Q

2 Disadvantages of Own Brand Branding

A

-May be perceived lower quality
-May be seen as inferior profuct

35
Q

4 Ways to Build a Brand

A

-USP
-Advertising
-Sponsorship
-Social Media

36
Q

How is Viral Marketing used

A

When businesses use online platforms to promote their products at specific times

37
Q

How is Social Media used

A

When businesses use social media platforms to promote the business as well as using influencers

38
Q

How is Emotional Branding used

A

When businesses build strong emotional connections with their customers

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