1.3.2 : Marketing Branding + Promotion Flashcards
What are the aims of promotion ?
To inform
To remind
To persuade
They will likely create awareness to :
1) The products offered by an enterprise
2) The features and benefits of an enterprises benefits or service
What is the promotional mix ?
Advertising
Sales promotion
Personal selling
Social media marketing
Direct marketing
Public relations
What is advertising ?
Advertising is widely used by enterprises that wish to make more customers aware of the products that they offer
Advertising entails an enterprise paying for space in the media to communicate with the public about its good or services
Advertising can be expensive so enterprises have to ensure hey spend their advertising budgets carefully.
A medium is how an enterprise chooses to communicate with and advertise to its market
What is moving video or image as a form of advertising ?
e.g. on TV, in a Cinema or posted on a video-streaming site. These would be suitable for goods that have several features or moving parts because the images can show demonstrations of goods being used.
Pros : wide reach , high impact , targeted timing
Cons : high costs , ad skipping , approval processes
What is print as a form of advertising ?
e.g. found in newspapers and magazines or on billboards. These will generally be seen by large numbers of people. For example, eye-catching billboards can be placed on busy roads. Digital billboards can also change at specific times for specific audiences.
Pros : targeted reach , cost-effective , longevity
Cons : limited reach , environmental impact , declining readership
What is ambient as a form of promotion ?
also known as guerrilla marketing , involves placing ads in unconventional , unexpected , and often creative locations or formats , aiming to surprise and engage audiences in their everyday environments.
Pros : creative freedom , viral potential , memorable impact
Cons : high risk of failure , misunderstood messaging , short-lived impact
What is digital as a form of marketing ?
Websites or sent to customers via text message or email. Digital advertising reaches large numbers of people very quickly.
Pros : wide reach , cost-effective , targeted advertising , instant feedback
Cons : high competition , technical issues , spam risks
What is audio as a form of promotion ?
radio adverts and the adverts on music-streaming platforms such as Spotify - they allow enterprises to talk to customers about their products
Pros : wide audience reach , local targeting , cost-effective , high frequency of ad exposure
Cons : lack of visual component , limited audience targeting , ad skipping , short attention span
What is the aims of sales promotion ?
Catch attention and entice
Too attract first time buyers
To increase sales
To sell old stock
What are the sales promotion mediums ?
Coupons - they are often used to encourage customers to buy again from the enterprise at a later date
Competitions - customers have a chance of wining prices when they buy a product - may include a first win or being entered into a prize draw
Money off / discounts - business gives customers a discounted price
Loyalty schemes - regular customers are rewarded for their loyalty
Free samples - customer get to try something before buying it first
Buy one get on free
What are the pros of sale promotion ?
Boost in sales
Customer acquisition
Customer retention
Brand awareness
Inventory management
Competitive advantage
What are the cons of sales promotion ?
Profit margins impact
Customer expectations
Short-term focus
Brand perception
Complexity and cost
What s personal selling ?
Personal Selling is promotion on a person to person basis. Two way communications. Meeting with potential customers to close a sale. This can be done by meetings , over the phone , in retail outlets and knocking on doors. Highly priced , low volume and highly technical products rely heavily on personal selling
What are the pros of personal selling ?
High customer attention
Message is customised
Interactivity
Persuasive impact
Potential for development of relationship
Adaptable
Opportunity to close the sale
What are the cons of personal selling ?
High cost
Labour intensive
Expensive
Can only reach a limited number of customers
What are public relations ?
Public relations activities are those that create goodwill toward an individual, business, cause or product
What are the main aims of PR ?
Achieve favourable publicity about business
Build the image + reputation of the business and its products particularly amongst customers
Communicate effectively with customers and other stakeholders
What are the typical PR activities ?
Promoting new products
Enhancing public awareness
Projecting a business image
Promote social responsibility
Projecting business as good employer
Obtain favourable product reviews
What is th relation between PR and sponsorship ?
Sponsorship takes place when a payment for an event, person or organisation is given in return some consideration of benefit.
A specialised from of PR.
Common in the worlds of art and sport.
Sponsorships should benefit both sides
What is digital marketing ?
Promotional material directed though mail , mail , social media or phone to individuals or businesses.
Why do businesses use direct marketing ?
Allows businesses to generate specific response from targeted groups of customers.
Allows businesses to focus on several marketing objectives :
Increasing sales to existing customers
Building customer loyalty
Re-establishing lapsed customer relationships
Generating new relationships
What are the pros of direct marketing ?
Focus limited resources on targeted promotion
Can personalise the marketing message
Relatively easy to measure response &success
Easy to test different marketing messages
Cost-effective if customer database is well managed
What are the cons of direct marketing ?
Response rates vary enormously
Negative image of junk mail and email spam
Databases expensive to maintain and keep accurate
What is viral marketing ?
This uses social media and online platforms to try to produce increases in brand awareness or to achieve other marketing objectives.
