Branding and Promotion Flashcards
What is promotion?
The use of marketing tools to bring a product or service to the attention of potential buyers.
What are 6 types of promotion?
1) Personal selling
2) Direct marketing
3) Above-the-line marketing
4) Below-the-line marketing
5) Public Relations (PR)
6) Sponsorship
Personal selling?
It’s an effective way of managing B2C relationships. The sales person acts on behalf of the organisation as a technical advisor to customers. The salespeople are well trained in the techniques of personal selling. But they are very expensive to train and commission.
Direct marketing?
They can be sent by post or email. These Mail are highly focused on what customers have bought before. These could also be special offers to re-engage customers who have stopped buying.
Above-the-line advertising(ATL)?
This involves mass media methods for targeting larger amounts of customers e.g radio, TV, cinema
,print adverts and billboards. These are great for building awareness but incredibly expensive at the same time.
Below-the-line advertising?
This is for targeting smaller audiences and use methods such as public relations, search engines, social media marketing and events. They are easy to increase awareness of the brand but it can be difficult to target diverse cultures.
Public relations(PR)?
It aims to build a relationship between the business and the public to create a favourable and corporate image. It has unpaid communication about organisations which appear in mass media. It’s a long-term and not a short-term strategy.
Sponsorship?
This is a positive but expensive association of the product with a celebrity or sport.
What are the 6 types of sales promotions?
1) Buy-one-get-one-free(BOGOF)
2) Price discounts
3) Money off coupons
4) Samples/giveaways
5) Special events
6) Point of sale
Buy-one-get-one-free(BOGOF)?
When one item is bought they will offer another item free. This is a good way to encourage shoppers to switch from their normal brand and it boosts sales but it does have a loss in profit because of the increase in costs.
Price discounts?
This means that the normal recommended retailed price of the product has been reduced.
Money off coupons?
Coupons can be used to capture new customers to add an incentive. They can also be used with existing customers to encourage an impulse spend. These can help customers feel that they can get a better value for money.
Samples/giveaways?
This is where a business may send out or give customers free samples in order to persuade the, to try a product for the first time. Giveaways may occur on the front cover of a magazine.
Special events?
They’re activities that businesses do to encourage customers to try the product. These are expensive but ideal for growing and emerging businesses.
Point of sale?
This is usually a cardboard display stand located next to a shop and is there to draw customer attention and trigger an “impulse” purchase. This helps promote new products and allows manufacturers to add an extra punch to the promotion by giving a discount.
What are the 6 types of digital communications?
1) Online adverts
2) Mobile communications
3) ”Advergaming”
4) Social media
5) Consumer generated error
6) Viral strategies
Online adverts?
Examples include banners and commercials, pop-up adverts, paid-for search listings and price comparison sites. This can reach large markets of customers shopping online and can deliver accurate data of the effectiveness in adverts.
Mobile communications?
This includes using smartphones, tablets, androids and computers to extend the online reach of the customers
Advergaming?
This is a video game which contains an advert for a product. It’s likely customers will concentrate on the game so they know the brand message.
Social media?
Advertising through social media is free or low cost so it is cost effective. This allows customer engagement for the brand to be constantly intact and they can always be informed of new products.
Customer generated content?
This is any form of content such as blogs, videos, digital images and audio files.
Viral strategies?
This is any strategy that encourages customers to pass on marketing messages to others creating potential for exponential growth amongst thousands of people.
What’s a brand?
A characteristic name or symbol that distinguishes one product from another supplier
What is corporate branding?
It aims to build communications and relationships between the main business name and the customers . Businesses may use images and slogans to establish the brand
What is product branding?
This aims to show the customers the features and benefits of a product which will differentiate it from other products in the market. This creates higher profits and customer loyalty.
What are own-brand products?
These are products made by manufacturers on behalf of the supermarkets and fills gaps left in the competition.
What is rebranding?
It helps to give a new name, symbol, term or design.
State 3 advantages of strong branding
Added value, reduced PED and the ability to charge premium prices
State 3 ways of building a brand
Differentiation, advertising and sponsorships
State 3 ways in which branding and promotion reflects social trends
Viral marketing, social media and emotional branding
