Theme 1 Topic 15 - Branding & Promotion

Question 1

Define Promotion

Answer 1

The process of drawing attention to products by communicating with customers or potential customers

Question 2

Define Informative Promotion

Answer 2

Telling people what the product/service is e.g. facts, figures

Question 3

Define Persuasive Promotion

Answer 3

Trying to make people buy it e.g. appeals to emotions

Question 4

Define Above the Line Promotion

Answer 4

Relies on media e.g. magazines, TV

Question 5

Define Below the Line Promotion

Answer 5

Does not involve media advertising e.g. sales promotions and merchandising

Question 6

Define Personal Selling

Answer 6

Might involve a sales representative visiting a potential customer - especially used in B2B

Question 7

What are three benefits of personal selling?

Answer 7

Could sell for a higher price, More personal, Can explain benefits of the product in detail

Question 8

What are three drawbacks of personal selling?

Answer 8

Might not sell as many, Could put people off, Expensive

Question 9

Define Direct Marketing

Answer 9

Communicating directly to the individual customer through an appropriate form of communication (e.g. letters or phone)

Question 10

What are two benefits of direct marketing?

Answer 10

Can target customers, Cost effective

Question 11

What is a drawback of direct marketing?

Answer 11

Annoys customers - goes in junk/bin

Question 12

Define Advertising

Answer 12

Communicating with customers or potential customers through specific media

Question 13

What are six medias of advertising?

Answer 13

TV, Newspapers & magazines, Cinema, Radio, Posters & billboards, Internet

Question 14

Define Cost Per Thousand

Answer 14

An indicator used to assess and compare the expense of different forms of advertising, involving calculating the cost of the advert when shown to one thousand viewers

Question 15

Define Public Relations

Answer 15

Gaining favourable publicity through the media e.g. press release

Question 16

Define Sponsorship

Answer 16

Involves giving financial assistance to an individual, event or organisation in order to gain publicity for the business offering the sponsorship

Question 17

What are two advantages of sponsorship?

Answer 17

Gives a brand strong exposure, Link brand with successful event

Question 18

What are two drawbacks of sponsorship?

Answer 18

Negative event affects brand image, Can be expensive

Question 19

Define Sales Promotions

Answer 19

Short term incentives used to persuade customers to buy a particular product

Question 20

Define Digital Communication

Answer 20

Internet enables customers to be communicated by mobile and online adverts, social media and viral strategies

Question 21

Define Branding

Answer 21

Using a sign, symbol or logo to enable customers of a business to distinguish the product from rivals

Question 22

What are three types of branding?

Answer 22

Manufacturer branding, Product branding, Own branding

Question 23

What are four ways to build a brand?

Answer 23

USP, Advertising, Sponsorship, Use of social media

Question 24

Define Viral Marketing

Answer 24

Businesses try to manipulate social media for their benefit - adverts or videos can spread quickly

Question 25

Define Emotional Branding

Answer 25

The practice of building brands that appeal to a consumer’s emotional state, needs and aspirations

Question 26

Define Promotional Mix

Answer 26

The range of promotion methods used by a firm