3.2 - Branding and Promotion Flashcards
What is the purpose of promotion in the marketing mix?
Promotion is designed to inform consumers about a product or persuade them to buy it, with objectives like increasing sales, profits, and awareness.
What are some forms of media used in advertising?
Media used includes:
Print (newspapers, magazines)
Film
TV (e.g., prime-time ads)
Radio
Billboards
Internet (e.g., online ads, social media)
What factors influence the choice of advertising media?
Target customers
Audience size
Cost-effectiveness (e.g., prime-time TV is expensive but reaches more people).
What are some advantages of digital communication in advertising?
Targeted ads based on user interests.
Cost-efficient (e.g., paying only for clicks).
Allows for viral marketing (ads shared through social media).
What are some limitations of digital advertising?
Ads may be ignored (e.g., pop-ups closed immediately).
Overexposure can lead to reduced effectiveness.
How is advertising used for niche markets?
Specialist media, such as magazines or trade journals, are used to target niche markets (e.g., advertising fishing gear in a fishing magazine).
What are sales promotions?
These include competitions, free gifts, and special offers to increase sales or awareness.
What are the disadvantages of sales promotions?
Customers may wait for promotions to buy, reducing profits on each sale.
Overuse of promotions can erode brand value.
What is direct marketing?
Sending promotional material directly to customers, such as mailshots or emails, often targeting specific consumer groups.
What is personal selling, and what are its limitations?
Definition: Communication between a salesperson and a customer (e.g., in stores or via phone).
Limitations: Expensive salaries and travel costs, with a more limited reach than TV ads.
What is public relations (PR), and what challenges does it pose?
Definition: Managing media relations to raise awareness or create a good public image.
Challenges: Difficult to control media reporting, which could lead to negative publicity.
How does branding support promotion?
Branding uses recognizable logos, names, or slogans to ensure promotional material is instantly linked to a business or product.
What is corporate branding?
Corporate branding reflects how a business presents itself, often including separate product brands aimed at different consumer groups (e.g., Kellogg’s red font for its brand).
What is product branding?
Specific products within a corporate brand have their own logos and slogans (e.g., Kellogg’s Rice Krispies’ “Snap, Crackle, and Pop”), while still associating with the corporate brand.
What is own branding?
Products branded by retailers (e.g., supermarket-owned brands). They are cost-effective to produce but may be perceived as lower quality.
What is rebranding, and why might a business use it?
Definition: Changing a brand’s design, promotion, pricing, or distribution.
Reasons: Targeting a new market, overcoming competition, or adapting to changing consumer preferences.
What are the benefits of strong branding?
Adds value to a product, making demand less price elastic.
Builds consumer trust, loyalty, and willingness to pay premium prices.
Creates barriers for market entrants.
How can businesses build a strong brand?
- Create a unique selling point (USP).
- Use advertising to promote awareness.
- Sponsor events to associate the brand with positive experiences.
What is emotional branding?
Connecting the brand to consumer values, lifestyles, or aspirations to trigger an emotional response and drive purchases.
What is the role of social media in branding?
- Platforms like YouTube, Instagram, and Facebook are used to share updates and engage with consumers.
- Successful viral marketing spreads awareness rapidly at low cost.
- Risks include losing control over negative messages or images.
What is the main goal of promotion in marketing?
To inform or persuade consumers about a product, aiming to increase sales, profits, and awareness.
What is the difference between corporate branding and product branding?
Corporate branding: Represents the entire business (e.g., Kellogg’s logo).
Product branding: Focuses on individual products with distinct slogans or logos (e.g., Rice Krispies’ “Snap, Crackle, and Pop”).
What is the purpose of sales promotions targeted at retailers?
To encourage retailers to stock more of a business’s products, which can increase sales volume.
What is remarketing in digital communication?
Encouraging users to share adverts through social media or email, amplifying the reach of the advertisement.
