Branding and promotion Flashcards

1
Q

What is promotion?

A

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

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2
Q

What is the main aim of promotion?

A

making customers aware of the product position

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3
Q

What are the types of promotion?

A

advertising
sales promotion
publicity
personal selling

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4
Q

What are examples of sales promotion?

A

competitions, vouchers, deals , BOGOF

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5
Q

What are examples of advertising?

A

leaflets, brochures, radio, TV print

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6
Q

What are examples of publicity?

A

speeches, PR stunts, sponsorship

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7
Q

What are examples of personal selling?

A

telemarketing, sales people, cold calls

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8
Q

What is sales promotion?

A

short term incentives to encourage buyers to purchase more stock

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9
Q

What is public relations?

A

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

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10
Q

What is sponsorship?

A

giving money to a celebrity to raise its profile

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11
Q

What is direct marketing?

A

Aimed directly at a customer

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12
Q

What is personal selling?

A

based on face-to-face contact with customers

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13
Q

What are positives and negatives of advertising?

A

+ awareness, consistent, control, wide coverage

- experience, may not be effective, competition

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14
Q

What are positives and negatives of public relations?

A

+ relatively cheap

- boycotted, fake?, cant control media

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15
Q

What are positives and negatives of direct marketing?

A

+ personal development

- small scale, time consuming, ignored

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16
Q

What are positives and negatives of sales promotion?

A

+ entertain and interest, brand loyalty

- short term, encourage brand switching

17
Q

What are positives and negatives of personal selling?

A

+ 2 way communication. answer queries,

- expensive, slow, limited customers

18
Q

What are examples of advertising media?

A

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

19
Q

What are positives and negatives of advertising?

A

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

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

20
Q

What is branding?

A

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

21
Q

What is product brand?

A

brands associated with specific products.

22
Q

What are service brands?

A

brands that add perceived value to services

23
Q

What are umbrella brands?

A

brands that are associated to more than one product

24
Q

What are corporate brands?

A

Promoting the brand name of a corporate entity

25
Q

What are own-labels?

A

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

26
Q

What is a global brand?

A

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

27
Q

What are benefits of a strong brand?

A
  • increased prices
  • added value
  • increased brand loyalty
  • USP
  • Reduced price
  • easier to differentiate
  • reduces the risk of new products
28
Q

How does a business build a brand?

A

sponsorship
advertising
social media
USP

29
Q

What is advertising?

A

paid methods of promotion