3.2 - Branding and Promotion

Question 1

What is the purpose of promotion in the marketing mix?

Answer 1

Promotion is designed to inform consumers about a product or persuade them to buy it, with objectives like increasing sales, profits, and awareness.

Question 2

What are some forms of media used in advertising?

Answer 2

Media used includes:
Print (newspapers, magazines)
Film
TV (e.g., prime-time ads)
Radio
Billboards
Internet (e.g., online ads, social media)

Question 3

What factors influence the choice of advertising media?

Answer 3

Target customers
Audience size
Cost-effectiveness (e.g., prime-time TV is expensive but reaches more people).

Question 4

What are some advantages of digital communication in advertising?

Answer 4

Targeted ads based on user interests.
Cost-efficient (e.g., paying only for clicks).
Allows for viral marketing (ads shared through social media).

Question 5

What are some limitations of digital advertising?

Answer 5

Ads may be ignored (e.g., pop-ups closed immediately).
Overexposure can lead to reduced effectiveness.

Question 6

How is advertising used for niche markets?

Answer 6

Specialist media, such as magazines or trade journals, are used to target niche markets (e.g., advertising fishing gear in a fishing magazine).

Question 7

What are sales promotions?

Answer 7

These include competitions, free gifts, and special offers to increase sales or awareness.

Question 8

What are the disadvantages of sales promotions?

Answer 8

Customers may wait for promotions to buy, reducing profits on each sale.
Overuse of promotions can erode brand value.

Question 9

What is direct marketing?

Answer 9

Sending promotional material directly to customers, such as mailshots or emails, often targeting specific consumer groups.

Question 10

What is personal selling, and what are its limitations?

Answer 10

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.

Question 11

What is public relations (PR), and what challenges does it pose?

Answer 11

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.

Question 12

How does branding support promotion?

Answer 12

Branding uses recognizable logos, names, or slogans to ensure promotional material is instantly linked to a business or product.

Question 13

What is corporate branding?

Answer 13

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).

Question 14

What is product branding?

Answer 14

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.

Question 15

What is own branding?

Answer 15

Products branded by retailers (e.g., supermarket-owned brands). They are cost-effective to produce but may be perceived as lower quality.

Question 16

What is rebranding, and why might a business use it?

Answer 16

Definition: Changing a brand’s design, promotion, pricing, or distribution.

Reasons: Targeting a new market, overcoming competition, or adapting to changing consumer preferences.

Question 17

What are the benefits of strong branding?

Answer 17

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.

Question 18

How can businesses build a strong brand?

Answer 18

1. Create a unique selling point (USP).
2. Use advertising to promote awareness.
3. Sponsor events to associate the brand with positive experiences.

Question 19

What is emotional branding?

Answer 19

Connecting the brand to consumer values, lifestyles, or aspirations to trigger an emotional response and drive purchases.

Question 20

What is the role of social media in branding?

Answer 20

1. Platforms like YouTube, Instagram, and Facebook are used to share updates and engage with consumers.
2. Successful viral marketing spreads awareness rapidly at low cost.
3. Risks include losing control over negative messages or images.

Question 21

What is the main goal of promotion in marketing?

Answer 21

To inform or persuade consumers about a product, aiming to increase sales, profits, and awareness.

Question 22

What is the difference between corporate branding and product branding?

Answer 22

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”).

Question 23

What is the purpose of sales promotions targeted at retailers?

Answer 23

To encourage retailers to stock more of a business’s products, which can increase sales volume.

Question 24

What is remarketing in digital communication?

Answer 24

Encouraging users to share adverts through social media or email, amplifying the reach of the advertisement.

Question 25

Why is targeting important in advertising?

Answer 25

Targeting ensures the message reaches the right audience, making the ad more effective and reducing wasted expenditure.

Question 26

What is the disadvantage of over-relying on sales promotions?

Answer 26

Customers may delay purchases until promotions are available, affecting long-term profitability.

Question 27

How does sponsorship help branding?

Answer 27

It associates a brand with popular events or activities, creating a positive image and increasing brand visibility.

Question 28

Why might a business choose rebranding?

Answer 28

To appeal to a new target market, adapt to social trends, or differentiate itself from competitors.

Question 29

What makes a strong brand less price elastic?

Answer 29

Consumers perceive the brand as higher quality or more desirable, making them less sensitive to price changes.

Question 30

How do social trends influence branding?

Answer 30

Businesses may adapt by promoting ethical sourcing, sustainability, and recyclable materials to appeal to socially conscious consumers.

Question 31

Why is emotional branding effective?

Answer 31

It creates a deeper connection by aligning with consumer aspirations, lifestyles, or values, leading to greater loyalty and engagement.

Question 32

What are the risks of digital advertising?

Answer 32

Ads may be ignored or blocked by users (e.g., closing pop-ups).
Negative content about the brand can spread quickly and harm its reputation.

Question 33

How does a clear USP help branding?

Answer 33

It differentiates the product from competitors, making it more attractive to consumers and reinforcing brand loyalty.

Question 34

What are the key benefits of branded products for consumers?

Answer 34

1. Trusted quality.
2. Higher satisfaction (“feel-good” factor).
3. Perceived value over generic alternatives.

Question 35

How can a business benefit from viral marketing?

Answer 35

Inexpensive compared to traditional advertising.

Rapid spread of brand awareness through social sharing.

Question 35

What is the relationship between branding and loyalty?

Answer 35

Strong branding encourages repeat purchases and long-term loyalty, reducing the likelihood of switching to competitors.

Question 36

What is a common challenge with personal selling?

Answer 36

It has limited reach compared to mass advertising and can be costly due to salaries and travel expenses.

Question 37

What role does public relations play in promotion?

Answer 37

It focuses on managing the business’s image through media relations, interviews, and events to increase brand awareness.

Question 38

Why might a consumer choose an own-branded product?

Answer 38

Own-branded products are often cheaper than branded alternatives, providing better value for budget-conscious consumers.