Branding and Promotion(1.3.2) Flashcards
What does promotion mean?
describes the methods used by the business to communicate information and persuade customers to purchase a product
What does public relations mean?
describes attempts by a business to create publicity that is reported as news such as staging a glitzy launch party for a new product
What methods are both branding and promotion?
methods of communication with consumers
Two long term methods of promotion
persuasive advertising
public relations
Two short term methods of promotion
buy one get one free
seasonal price cutting promotions
Six types of promotion
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
What is above-the-line marketing?
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
What is below-the-line marketing?
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
Above-the-line marketing advantages
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
Above-the-line marketing disadvantages
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
What is personal selling?
effective way to manage business to customer relationships
sales person acts on behalf of the organisation
Advantage of personal selling
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
Disadvantage of personal selling
salespeople can be costly in terms of training and commission
What is direct marketing?
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
What is public relations (PR)?
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
Public relations long-term
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
What is sponsorship?
positive association of the product with a celebrity, sport or any public industry
Disadvantage of sponsorship
difficult to tell what impact this has on brand loyalty or sales
can be very expensive
What is a brand?
a recognisable name or logothat helps to differentiate a product or busines
Benefits of good branding
added value
ability to charge premium price
reduce PED
Added value
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
Benefit of added value
for a business the value of the overall business increases making it more attractive to investors
Ability to charge a premium price
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
