1.3.2 Branding & Promotion - Below the line promotion

Question 1

Below-the-line-promotion

Answer 1

Refers to any forms of promotion that does’t involve media

Question 2

examples of below-the-line-promotion (5)

Answer 2

-Sales promotion
-Public relations
-Merchandising & Packaging
-Direct Selling/Personal selling
-Exhibitions & trade fairs

Question 3

Sales promotions

Examples

Answer 3

Incentives used to encourage people to buy products

-free gifts
-Coupons (Money off vouchers)
- Loyalty cards (points are collected and then exchanged for vouchers)
-‘BOGOF’ - Buy one get one free
-Money off deals - E.G 50 %. 25%

Question 4

Pros of sales promotion - 3

Cons of sales promotion - 3

Answer 4

Pros
- effective at achieving a quick boost for sales
- encourages customer to try product
- appealing to price sensitive customers

Cons
- only effective for short term

• Customers may come to expect or anticipate further promotions ( if further promotions aren’t met they may leave for substitutions)
• May damage brand “Low quality products”

Question 5

Public relations (PR)

Answer 5

An organisations attempt to communicate with interested parties

Question 6

Public relations examples - 3

Answer 6

Press release - used to present info about the business

Press conference - when representatives meet with the media and present info verbally

Sponsorship - When businesses attract publicity by linking brands with events e.g sporting + TV programmes

Question 7

Sponsorship

pros & cons

Answer 7

When businesses attract publicity by linking brand with events e.g sporting & tv programmes

Pros
- Brand becomes enhanced
e.g Rashford & Burberry
- Raises brand awareness
-Increase in sales due to both the reasons above

Cons
-negative image association can occur e.g if you’ve sponsored at a poor event/ you’ve sponsored a player that’s done something wrong
-uncertain investment e.g event can get disrupted/player you’ve sponsored may be out of form. This leads to low media exposure

Question 8

Direct Mailing

Pros & Cons ?

Answer 8

When businesses mail out leaflets/letters to households - contains info about new/existing products

Question 9

Exhibitions & trade fairs

Pros & Cons

Answer 9

A place organised so that companies in a specific industry can showcase and demonstrate their latest products

Pros :
- Customers can ask question IRL - gain quality insight
- Customers can test Products
-Raises brand awareness by having a stand there( some fairs maybe located overseas too)

Cons :
- Costly. Staff space, stand, and design. Also travel/accommodation for staff
-Lots of competition there - not guaranteed you’re going to gain attraction

Question 10

Direct/Personal selling

pros & cons

Answer 10

Involves sales representative calling/knocking households hoping to sell products

PROS
- features of products can be discussed.

CONS
- Sales people are very expensive (have to train them)
- Calls/doors may get ignored as ppl get irritated

Question 11

Merchandising
Pros -2
Cons -2

Answer 11

everything you do to promote and sell your products once the potential customer is in your store.

PROS:
- Increase sales - more likely to be aware of products

• good brand image e.g tidy stocks

CONS :
- product layout and display material may just be ignored - people are just focused on doing shopping

• Demand on staff to maintain store/stocks

Question 12

Examples of merchandising

Answer 12

Product layout - Products that the store want you to buy are placed at prominent locations e.g end of aisles, eye level

Display material - posters + leaflets around the store to display certain products to persuade customers to buy

Stock - Keeping stocks well shelved + tidy so no bad impressions