Branding and promotion

Question 1

What is promotion?

Answer 1

a variety of methods to communicate with customers and persuade them to buy the products

Question 2

What is the main aim of promotion?

Answer 2

making customers aware of the product position

Question 3

What are the types of promotion?

Answer 3

advertising
sales promotion
publicity
personal selling

Question 4

What are examples of sales promotion?

Answer 4

competitions, vouchers, deals , BOGOF

Question 5

What are examples of advertising?

Answer 5

leaflets, brochures, radio, TV print

Question 6

What are examples of publicity?

Answer 6

speeches, PR stunts, sponsorship

Question 7

What are examples of personal selling?

Answer 7

telemarketing, sales people, cold calls

Question 8

What is sales promotion?

Answer 8

short term incentives to encourage buyers to purchase more stock

Question 9

What is public relations?

Answer 9

communicating with the media to enhance the image of the a business

Question 10

What is sponsorship?

Answer 10

giving money to a celebrity to raise its profile

Question 11

What is direct marketing?

Answer 11

Aimed directly at a customer

Question 12

What is personal selling?

Answer 12

based on face-to-face contact with customers

Question 13

What are positives and negatives of advertising?

Answer 13

+ awareness, consistent, control, wide coverage

- experience, may not be effective, competition

Question 14

What are positives and negatives of public relations?

Answer 14

+ relatively cheap

- boycotted, fake?, cant control media

Question 15

What are positives and negatives of direct marketing?

Answer 15

+ personal development

- small scale, time consuming, ignored

Question 16

What are positives and negatives of sales promotion?

Answer 16

+ entertain and interest, brand loyalty

- short term, encourage brand switching

Question 17

What are positives and negatives of personal selling?

Answer 17

+ 2 way communication. answer queries,

- expensive, slow, limited customers

Question 18

What are examples of advertising media?

Answer 18

radio, cinema, newspaper, magazines, billboards, internet, transport, television

Question 19

What are positives and negatives of advertising?

Answer 19

+ Large scale, eye catching, wide audience, 24/7, large

- social trends, easily avoidable, perishable, expensive, not popular

Question 20

What is branding?

Answer 20

a characteristic name or symbol that distinguishes one product from another supplier

Question 21

What is product brand?

Answer 21

brands associated with specific products.

Question 22

What are service brands?

Answer 22

brands that add perceived value to services

Question 23

What are umbrella brands?

Answer 23

brands that are associated to more than one product

Question 24

What are corporate brands?

Answer 24

Promoting the brand name of a corporate entity

Question 25

What are own-labels?

Answer 25

retails outlets assign their corporate branding to a range of goods and services

Question 26

What is a global brand?

Answer 26

easily recognised and operating world-wide. Based on familiarity, availability, stability

Question 27

What are benefits of a strong brand?

Answer 27

• increased prices
• added value
• increased brand loyalty
• USP
• Reduced price
• easier to differentiate
• reduces the risk of new products

Question 28

How does a business build a brand?

Answer 28

sponsorship
advertising
social media
USP

Question 29

What is advertising?

Answer 29

paid methods of promotion