Branding and Promotion(1.3.2)

Question 1

What does promotion mean?

Answer 1

describes the methods used by the business to communicate information and persuade customers to purchase a product

Question 2

What does public relations mean?

Answer 2

describes attempts by a business to create publicity that is reported as news such as staging a glitzy launch party for a new product

Question 3

What methods are both branding and promotion?

Answer 3

methods of communication with consumers

Question 4

Two long term methods of promotion

Answer 4

persuasive advertising
public relations

Question 5

Two short term methods of promotion

Answer 5

buy one get one free
seasonal price cutting promotions

Question 6

Six types of promotion

Answer 6

personal selling
direct marketing
above-the-line marketing(ATL) e.g. advertising
below-the-line marketing(BTL) e.g. sales promotion
public relations(PR)
sponsorships

Question 7

What is above-the-line marketing?

Answer 7

refers to promotional activities that reach a broad audience and are typically used to build brand awareness
includes traditional mass media channels such as television, radio
generally impersonal and often used for campaigns with a wide audience in mind

Question 8

What is below-the-line marketing?

Answer 8

refers to targeted marketing efforts aimed at specific segments or individuals often with a focus on conversion and customer engagement
includes direct mail sales, promotions, events, personal selling and digital marketing tactics like email campaigns
usually more personal targeted and aimed at fostering direct customer relationships

Question 9

Above-the-line marketing advantages

Answer 9

tailored to reach a mass audience and get maximum exposure to potential customers
advert communication is repeated so that the message is clear e.g. ‘simples’ and ‘go compare’
great for building brand awareness

Question 10

Above-the-line marketing disadvantages

Answer 10

very expensive method of advertising e.g. a radio as on a national station can cost about £10,000 a week
difficult to measure clear results from advertising campaigns how will they know which customers have bought

Question 11

What is personal selling?

Answer 11

effective way to manage business to customer relationships
sales person acts on behalf of the organisation

Question 12

Advantage of personal selling

Answer 12

salespeople are useful to the customer as a technical advisor
salespeople are well trained in the approach and techniques of personal sales
salespeople are useful where the product comes with a range of features which need to be explained or upsold

Question 13

Disadvantage of personal selling

Answer 13

salespeople can be costly in terms of training and commission

Question 14

What is direct marketing?

Answer 14

highly focused targeted mail based on what customers have bought before
may be e-mail or post
may be special offers to re-engage customer who have stopped buying
carefully tailored to items that customers have bought before
e.g holidays, hotels, travel deals

Question 15

What is public relations (PR)?

Answer 15

how you are perceived by the public (customers)
is unpaid communication about an organistation which appears in mass media
want favourable image
aims to build relationship between business and public
can include publicity stunts

Question 16

Public relations long-term

Answer 16

is a long term method not a short term strategy
gives the business less control over what is said but consumers find it more believable/authentic
very low expenditure
e.g a business could send its product to the local paper for a review

Question 17

What is sponsorship?

Answer 17

positive association of the product with a celebrity, sport or any public industry

Question 18

Disadvantage of sponsorship

Answer 18

difficult to tell what impact this has on brand loyalty or sales
can be very expensive

Question 19

What is a brand?

Answer 19

a recognisable name or logothat helps to differentiate a product or busines

Question 20

Benefits of good branding

Answer 20

added value
ability to charge premium price
reduce PED

Question 21

Added value

Answer 21

strong brand can add value to a product for both the consumer and for the business
e.g. the kudos of having an apple iwatch

Question 22

Benefit of added value

Answer 22

for a business the value of the overall business increases making it more attractive to investors

Question 23

Ability to charge a premium price

Answer 23

some brands become household names or brandnomers
consumers associate the brandnomers with consistent quality and therefore will pay a higher price for them than a non-branded item
e.g. I’m going to hoover the house a hoover is a brand you are going to vacuum the house