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.
Why is targeting important in advertising?
Targeting ensures the message reaches the right audience, making the ad more effective and reducing wasted expenditure.
What is the disadvantage of over-relying on sales promotions?
Customers may delay purchases until promotions are available, affecting long-term profitability.
How does sponsorship help branding?
It associates a brand with popular events or activities, creating a positive image and increasing brand visibility.
Why might a business choose rebranding?
To appeal to a new target market, adapt to social trends, or differentiate itself from competitors.
What makes a strong brand less price elastic?
Consumers perceive the brand as higher quality or more desirable, making them less sensitive to price changes.
How do social trends influence branding?
Businesses may adapt by promoting ethical sourcing, sustainability, and recyclable materials to appeal to socially conscious consumers.
Why is emotional branding effective?
It creates a deeper connection by aligning with consumer aspirations, lifestyles, or values, leading to greater loyalty and engagement.
What are the risks of digital advertising?
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.
How does a clear USP help branding?
It differentiates the product from competitors, making it more attractive to consumers and reinforcing brand loyalty.
What are the key benefits of branded products for consumers?
- Trusted quality.
- Higher satisfaction (“feel-good” factor).
- Perceived value over generic alternatives.
How can a business benefit from viral marketing?
Inexpensive compared to traditional advertising.
Rapid spread of brand awareness through social sharing.
What is the relationship between branding and loyalty?
Strong branding encourages repeat purchases and long-term loyalty, reducing the likelihood of switching to competitors.
What is a common challenge with personal selling?
It has limited reach compared to mass advertising and can be costly due to salaries and travel expenses.
What role does public relations play in promotion?
It focuses on managing the business’s image through media relations, interviews, and events to increase brand awareness.
Why might a consumer choose an own-branded product?
Own-branded products are often cheaper than branded alternatives, providing better value for budget-conscious consumers.
