Branding and Promotion 0.0 / 5 ? BusinessBranding and PromotionA2/A-levelEdexcel Created by: ms200206Created 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
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