Branding and promotion Flashcards
What is promotion?
a variety of methods to communicate with customers and persuade them to buy the products
What is the main aim of promotion?
making customers aware of the product position
What are the types of promotion?
advertising
sales promotion
publicity
personal selling
What are examples of sales promotion?
competitions, vouchers, deals , BOGOF
What are examples of advertising?
leaflets, brochures, radio, TV print
What are examples of publicity?
speeches, PR stunts, sponsorship
What are examples of personal selling?
telemarketing, sales people, cold calls
What is sales promotion?
short term incentives to encourage buyers to purchase more stock
What is public relations?
communicating with the media to enhance the image of the a business
What is sponsorship?
giving money to a celebrity to raise its profile
What is direct marketing?
Aimed directly at a customer
What is personal selling?
based on face-to-face contact with customers
What are positives and negatives of advertising?
+ awareness, consistent, control, wide coverage
- experience, may not be effective, competition
What are positives and negatives of public relations?
+ relatively cheap
- boycotted, fake?, cant control media
What are positives and negatives of direct marketing?
+ personal development
- small scale, time consuming, ignored
What are positives and negatives of sales promotion?
+ entertain and interest, brand loyalty
- short term, encourage brand switching
What are positives and negatives of personal selling?
+ 2 way communication. answer queries,
- expensive, slow, limited customers
What are examples of advertising media?
radio, cinema, newspaper, magazines, billboards, internet, transport, television
What are positives and negatives of advertising?
+ Large scale, eye catching, wide audience, 24/7, large
- social trends, easily avoidable, perishable, expensive, not popular
What is branding?
a characteristic name or symbol that distinguishes one product from another supplier
What is product brand?
brands associated with specific products.
What are service brands?
brands that add perceived value to services
What are umbrella brands?
brands that are associated to more than one product
What are corporate brands?
Promoting the brand name of a corporate entity
What are own-labels?
retails outlets assign their corporate branding to a range of goods and services
What is a global brand?
easily recognised and operating world-wide. Based on familiarity, availability, stability
What are benefits of a strong brand?
- increased prices
- added value
- increased brand loyalty
- USP
- Reduced price
- easier to differentiate
- reduces the risk of new products
How does a business build a brand?
sponsorship
advertising
social media
USP
What is advertising?
paid methods of promotion
