3.15 - Promotion Flashcards
What is Branding?
The process of differentiating a product from its competitors through the name, sign, symbol, design or slogan linked to that product
Why is Branding done?
To interest demand
Why do Businesses promote?
To increase awareness
They may also want to attract attention, spark interest, become desired by consumers and get them to action by buying goods
What are the Objectives of Promotion?
- Raise awareness
- Inform
- Persuade - get a purchase
What are the main promotion methods?
Advertising Sales Promotion Direct Selling Branding Merchandising Public Relations
Describe Advertising
Help keep customers informed about new products/services available
Examples - Cinema, internet
Describe Sales Promotion
Used to introduce a new product
Examples - Money off, vouchers, BOGOF
Describe Direct Selling
Door to Door
Telemarketing
Parties
B2B
Describe Branding
Slogan Design Logo Image Choice of name
Describe Merchandising
Negotiating the unit price that will be charged by the manufacturer
Examples - Stands, window displays, demostrations
Describe Public Relations
Ability to communicate
Examples - Press conferences, interviews, articles
What factors affect the choice of promotion method?
Money available Target Market Image of the product Place or how the product is sold Competitors promotion method B2B or B2C Legal constraints (advertising cigarettes for kids is restricted)
