Session 15/16 - promotion and branding Flashcards
What are the two main types of advertising
Above the line, below the line
What is above the line advertisement
Advertising to a mass audience
What are some examples of above the line advertisement
TV adverts, online adverts, newspapers or magazines
What is an advantage of above the line advertisement
Reaches a large audience
What is a disadvantage of above the line advertisement
Very expensive to make an advert and air it
What is below the line advertising
Personal advertising to a niche market
What are the main aims of below the line advertising
Develop attitudes and create awareness to gain a response
What are some examples of below the line advertising
Leaflets, posters, billboards, Facebook
What is personal selling
Sales person sells product directly to consumer
What is an advantage of personal selling
Manage personal customer relationships
What is a disadvantage of personal selling
Sales people are very expensive
What is public relations
business promoting goodwill to the local community
What are some examples public relations
Blogs, photos, press releases
What is direct mail
Targeted mail based on purchase history
What is an example of direct mail
E-mail sent customers such as special offers to those who have stopped buying
What are trade fairs and exhibitions
Showcase of larger items available to buy
What are some advantages of trade fairs and exhibitions
Directly talk to customers, demonstrate products and allow consumers to try a product
What is sponsorship
Positive association of the product with celebrity/sport
What are some disadvantages of sponsorship
Very expensive, can’t measure impact
What are the 5 methods of promotion
Personal selling, public relations, direct mail, trade fairs and exhibitions, sponsorship
What are the 2 types of branding
Manufacturer brands, own label brands (retailers)
What are some advantages of manufacturer branding
Brand loyalty, charge higher prices, customer loyalty
What are some advantages of own label branding (retailer)
Good value for money, high retailer profits, ties consumer to retailer, retailer has bargaining power
What are 5 benefits of brand loyalty
Brand image, brand loyalty, competitive advantage, added value, reduced PED
What is viral marketing
Brand awareness created through word of mouth
What is emotional branding
Create a bond between a product and the consumer through an emotional response
