Branding And Promotion

Question 1

What is promotion

Answer 1

The process by which people are encouraged to buy an organisations products or service-usually informative or persuasive

Question 2

What is the purpose of promotion?

Answer 2

-Increase sales
-Attract new customers
-Encourage customer loyalty
-Create awareness

Question 3

What are methods of promotion?

Answer 3

-advertising
-Personal selling
-Sponsorship
-Digital communication

Question 4

What are advantages of advertising?

Answer 4

-Wide coverage
-Control of message
-Effective for building brand awareness and loyalty

Question 5

What are disadvantages of advertising?

Answer 5

-Expensive
-Impersonal
-One way communication
-Limited ability to close sales

Question 6

What is personal selling?

Answer 6

Promotion on a person to person basis

Question 7

What are the advantages of personal selling?

Answer 7

-High customer attention
-Messages customised
-Persuasive impact
-Development of relationships

Question 8

What are the disadvantages of personal selling?

Answer 8

-Expensive
-Labour intensive
-Reaches a limited number of customers

Question 9

What is sales promotion?

Answer 9

Tactical point of a cell material or other incentives designed to stimulate purchases eg. Coupons, free gifts, money off, free samples

Question 10

What are the advantages of sale promotion?

Answer 10

-effective at achieving a quick boost to sales
-encourages customers to trial products

Question 11

What are the disadvantages of sales promotion?

Answer 11

-Sales effect may only be short-term
-May damage brand image
-Customers may come to expect or anticipate further promotions

Question 12

What is sponsorship?

Answer 12

A payment for an event person or organised agent is given in return so consideration of benefit

Question 13

What is an advantage of sponsorship?

Answer 13

-Cost-effective
-More powerful as the message is often more believable
-Unlimited reach

Question 14

What are the disadvantages of sponsorship?

Answer 14

-No guarantee to reach audience and get results
-No direct control

Question 15

What is direct marketing?

Answer 15

Pronounce promotional material directed through Mail, email, social media etc

Question 16

What are the advantages of direct marketing?

Answer 16

-Focus limited resources on targeted promotion
Can personalise the marketing message
-Cost-effective

Question 17

What are the disadvantages of direct market?

Answer 17

-response rates vary enormously
-Negative image of junk mail and emails spam
-Databases expensive to maintain and keep accurate

Question 18

What is viral marketing/digital communications?

Answer 18

Viral marketing uses social media and online platforms to try to produce increases in brand awareness e.g. Ice bucket challenge

Question 19

What are advantages of viral marketing?

Answer 19

-authenticity
-Highly trustworthy and reliable
-Cost-effective

Question 20

What are disadvantages of viral marketing?

Answer 20

-negative content is inevitable
-Requires close supervision
-Unknown and unreliable sources
-Legality

Question 21

What are advantages of advergaming?

Answer 21

-increase brand awareness
-Suitable for most businesses
-Long-term results

Question 22

What are disadvantages for advergaming?

Answer 22

-High cost
-Demand creativity
-Requires promotion

Question 23

What key factors influence promotional decisions and strategy?

Answer 23

-Stage in the products, life cycle
-Nature of the product
-Competition
-Marketing objectives and budget
-Target market