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