Chapter 10 - Branding And Promotion

Question 1

Above-the-line promotion

Answer 1

Placing adverts using the media

Question 2

Advertising

Answer 2

Communication between a business and its customers where images are placed in the media to encourage the purchase of products

Question 3

Below-the-line promotion

Answer 3

Any promotion that does not involve using the media

Question 4

Emotional branding

Answer 4

The practice of using the emotions of a consumer to build a brand

Question 5

Generic brands

Answer 5

Products that only contain the name of the product category rather than the product or company name

Question 6

Manufacturer brands

Answer 6

Brands created by the producers of goods or services

Question 7

Marketing mix

Answer 7

The elements of a business’ marketing that are designed to meet the needs of the customer. The four elements are often called the ‘4Ps’ - product, price, promotion and place

Question 8

Merchandising

Answer 8

A promotion specifically at the point of sale of a product

Question 9

Own label, distributor or private brands

Answer 9

Products that are manufactured for wholesalers or retailers by other businesses

Question 10

Point of sale

Answer 10

Any point where a consumer buys a product

Question 11

Promotion

Answer 11

An attempt to obtain and retain customers by drawing their attention to a firm or its products

Question 12

Public relations

Answer 12

An organisation’s attempt to communicate with interested parties

Question 13

Sales promotions

Answer 13

Methods of promoting products in the short term to boost sales

Question 14

Sponsorship

Answer 14

Making a financial contribution to an event in return for publicity

Question 15

Viral marketing

Answer 15

Any strategy that encourages people to pass on messages about a product or a business electronically