Unit 10 - Branding And Promotion Flashcards
Different places for advertisements and advantages and disadvantages (6)
- television -big audience- expensive
- newspaper/magazine- cheap- may be lost within other adds
- cinema - big impact - short lived
- radio - cheap production- ignored
- posters and billboards - seen repeatedly - can get damaged
- internet - targeted- some adds are irritating
Above the line promotion kinds (3)
Informative
Persuasive
Reassuring
Kinds of below the line promotion (3)
Sales promotion
Public relations
Merchandising and packaging
Def: above the line promotion
Placing adverts using media
Def: above the line promotion
Placing adverts using media
Def: advertising
Communication between a business and its customers where images are placed in the media to encourage the purchase of a product
Def: below the line promotion
Any promotion that does not involve media
Def: emotional branding
The practice of using emotions of the consumer to build a. Brand
Def: generic brand
Product that only contains the name of the product category rather than the company or product name
Def: manufacturer brands
Brands created by the producers of goods and services
Def: marketing mix
Elements of a business’s marketing that are designed to meet the needs of customers with 4 elements 4ps
What are the 4 ps
Product
Price
Promotion
Place
Def: own label, distributed or private brands
Products that are manufactured for wholesalers or retailers by other businesses
Def: point of sale
Any point where a consumer buys a product
Def: promotion
An attempt to obtain and retain customers by drawing their attention to a firm or its product
