Branding and Promotion

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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
    • Below the line
      • Advertising using resources within the business
        • Sales promotions
        • BOGOF
        • Loyalty cards
        • Free gifts
        • Direct mailing and selling
    • 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
    • Marketing mix
      • 4 P's
        • Price
        • Product
          • MOST IMPORTANT
          • Build the others around the product
        • Place
        • Promotion
    • Merchandising
      • Store layout
      • Extra items on till (point of sale)
      • Maximising sales and revenue

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