Branding and Promotion
- Created by: evemorrison
- Created on: 16-11-18 08:27
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- Branding and Promotion
- Above the line
- Advertising using resources outside of the business
- Radio
- Magazines
- Television
- Billboards
- Cinema
- Only certain types of businesses will be able to use
- Expensive
- Advertising using resources outside of the business
- Below the line
- Advertising using resources within the business
- Sales promotions
- BOGOF
- Loyalty cards
- Free gifts
- Direct mailing and selling
- Advertising using resources within the business
- Emotional branding
- Using emotions of consumer to build a brand
- Particularly useful for charities
- Types of brands
- Generic
- Tin foil
- Own label
- Aldi, Lidl
- Manufacturer
- Heinz Baked Beans
- Generic
- Marketing mix
- 4 P's
- Price
- Product
- MOST IMPORTANT
- Build the others around the product
- Place
- Promotion
- 4 P's
- Merchandising
- Store layout
- Extra items on till (point of sale)
- Maximising sales and revenue
- Above the line
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