9 - Branding and promotion

Question 1

Promotion

Answer 1

the method a business uses to communicate with customers

Question 2

Above the line promotion

Answer 2

advertising through the meida such as radio, TV, internet ect

Question 3

Below the line promotion

Answer 3

All other forms of promotion that arent advertising, such as packaging and merchandse ir sales promotions like coupons

Question 4

What may affect the choice in method of promotion?

Answer 4

cost
product type
stage in the product lifecycle (Pr often used to launch new products)
competitors promotions
target audience

Question 5

an advert may be used to:

Answer 5

• infrom customers
• remind customers
• persuade customers
• reasure customers

Question 6

A brand

Answer 6

more than logo ect, represents characteristics and personality of the brand

Question 7

ways to build a brand

Answer 7

exploit usp
advertising
sponsorship
social media

Question 8

improtance of branding

Answer 8

builds trust
makes a product regonisable
adds value
can charge more

Question 9

types of brand

Answer 9

manufacturers brand
own-label brand
generic brad

Question 10

manufacturers brand

Answer 10

e.g kellogs cornflakes

Question 11

own label

Answer 11

brands associated with the retailer, like tesco orange juice

Question 12

generic brand

Answer 12

product that doesnt have a particular brand assoicated with it, like carrots

Question 13

social media

Answer 13

attracting followers to social media sites is a key focus of marketing spending for many businesses

Question 14

viral marketing

Answer 14

the grwoth of social media is a huge opportunity for businesses to build brand awarness

Question 15

emotional branding

Answer 15

businesses often associate themslevs with things people are emotionally connected to such as sports teams