Branding and Promotion

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  • Created by: ms200206
  • Created on: 08-11-20 12:52
Identify the 7 types of branding.
-personal branding
-multiple branding
-corporate branding
-umbrella branding
-own-label branding
-product branding
-global branding
1 of 14
What are two key benefits of having a strong brand, to the business?
1. Builds brand loyalty
2. Ability to charge premium prices, making the product more price inelastic
2 of 14
What is a benefit, to the customers, of strong branding?
In the customers eyes, the product has added value- they're getting more for their money.
3 of 14
Finish the sentence:
'Promotion is designed to...'
... inform customers about a product and persuade them to buy it.
4 of 14
What is the promotional mix?
The combination of promotional activities used by a business to pursue marketing objectives.
5 of 14
Define below-the-line promotion and give at least 3 examples.
-Below-the-line promotion= promotion that does not involve advertising.
Examples include free gifts, coupons, loyalty cards, BOGOF offers
6 of 14
Define above-the-line promotion and give at least 3 examples.
-Above the line= advertising in the media.
Examples include in newspapers, radio stations, internet, cinemas, billboards
7 of 14
Outline the 3 types of advertising.
-Informative= increasing customer awareness
-Persuasive=putting pressure on customers to buy
-Reassuring=aimed at existing customers
8 of 14
Outline one advantage and one disadvantage of using television as advertising media.
advantage-
huge audiences can be reached
sound and movement can be used
disadvantage-
very expensive
message may be short lived
9 of 14
Outline one advantage and one disadvantage of using the internet to advertise a product.
advantage-
can be targeted
can be updated regularly
disadvantage-
pop-up ads are irritating
possible tech problems
10 of 14
What 5 factors affect a businesses choice of promotion?
1. Stage in product life cycle
2. Target market
3. Costs
4. Nature of product
5. What the competition are doing
11 of 14
Identify four ways of building a brand.
-Exploiting a USP
-Advertising
-Using social media
-Sponsorship
12 of 14
Define the term viral marketing.
Any strategy that encourages people to pass on messages to others about a product or business electronically.
13 of 14
Define the term emotional branding.
The practise of using a customers emotions to build a brand.
14 of 14

Other cards in this set

Card 2

Front

What are two key benefits of having a strong brand, to the business?

Back

1. Builds brand loyalty
2. Ability to charge premium prices, making the product more price inelastic

Card 3

Front

What is a benefit, to the customers, of strong branding?

Back

Preview of the front of card 3

Card 4

Front

Finish the sentence:
'Promotion is designed to...'

Back

Preview of the front of card 4

Card 5

Front

What is the promotional mix?

Back

Preview of the front of card 5
View more cards

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