Branding and Promotion 1.3.2

Question 1

what is a brand

Answer 1

a product that is easily distinguished from other products so that it can be easily communicated and marketed

Question 2

what are the key benefits of branding for a business

Answer 2

• added value
• able to charge higher prices
• builds customer loyalty

Question 3

what is a product brand (and example)

Answer 3

brands that are associated with a specific product (e.g. Colgate)

Question 4

what is a service brand (and example)

Answer 4

brands that add value to their services (e.g. Uber)

Question 5

what is an umbrella brand (and example)

Answer 5

brands that are assigned to multiple products (e.g. Dove)

Question 6

what is a corporate and own label brand (and example)

Answer 6

brands which promote their name as opposed to their products or services (e.g. Nestle)

Question 7

what is a global brand (and example)

Answer 7

brands that can be easily recognised worldwide (e.g. McDonald’s)

Question 8

what is the purpose of promotion in marketing

Answer 8

to inform and persuade

Question 9

what is the aim of promotion

Answer 9

to ensure that customers are aware of the business and to persuade them that their products are better than competitors

Question 10

what is the promotional mix

Answer 10

a way to describe the promotional methods that a business uses to reach its marketing objectives

Question 11

what are the main elements of the marketing mix (5)

Answer 11

• advertising
• sales promotion
• personal selling
• public relations
• direct marketing

Question 12

what influences cause a business to choose which promotional element to use

Answer 12

• the stage in the product’s life cycle
• the nature of the product
• competition
• marketing budget
• the target market

Question 13

what is advertising and where is it used

Answer 13

paid for communication found on social media, TV, radio, on billboards etc.

Question 14

benefits of advertising

Answer 14

• wide coverage
• controlled message
• can be repeated which is an effective way of communication
• helps to build brand loyalty and awareness

Question 15

drawbacks of advertising

Answer 15

• often expensive
• sometimes impersonal
• communication in 1 way
• inflexible

Question 16

what is personal selling and where is it used

Answer 16

person-to-person communication by telephone, at meetings, on porches etc. used for high priced, low volume products

Question 17

benefits of personal selling

Answer 17

• high customer attention
• customised message
• interactive
• persuasive
• adaptable

Question 18

drawbacks of personal selling

Answer 18

• expensive
• involves manual labour
• can only reach limited customers

Question 19

what is sales promotion and where is it used

Answer 19

• tactical marketing that is designed to lead to purchase (e.g. free samples) often found in busy places

Question 20

advantages of sales promotion

Answer 20

• leads to an increased boost in sales
• encourages customers to switch brands
• builds awareness of brand

Question 21

drawbacks of sales promotion

Answer 21

• effect may only be short term
• customers may expect more promotions and then be let down which could damage brand image

Question 22

what are public relations activities

Answer 22

activities that are generous towards an individual or business

Question 23

what is the aim of public relations

Answer 23

• achieve positive publicity
• build the business’s image and reputation in a positive way
• communicate easily with customers and potential customers

Question 24

give me 3 examples of public relations activities

Answer 24

• promoting new products
• enhancing public awareness
• receiving positive product reviews

Question 25

what is direct marketing and what is its aim

Answer 25

• sending promotional material to people’s emails and social media (for example)
• it aims to trigger a response (a purchase)