1.3.2 Branding Promotion

Question 1

Definition of Promotion

Answer 1

The process of generating customer awareness, interest, and desire for a product

Question 2

7 methods of Promotion

Answer 2

-Personal Selling
-Digital Communications
-Sponsorship
-Public Relations
-Advertising
-Direct Marketing
-Sales Promotion

Question 3

Definition of Advertising

Answer 3

Promotion occurs through paid channels such as tv, radio, and magazines

Question 4

2 Advantages of Advertising

Answer 4

-Reach larger audience
-Can be used to create specific design image

Question 5

3 Disadvantages of Advertising

Answer 5

-Expensive
-Can be too generalised
-Effectiveness can be hard to measure

Question 6

Definition of Direct Marketing

Answer 6

The process of directly communicating with customers through email, text, or social media

Question 7

2 Advantages of Direct Marketing

Answer 7

-Can be target specific
-Can be measurable in effectiveness

Question 8

2 Disadvantages of Direct Marketing

Answer 8

-Can be intrusive
-Can be costly, especially if lack of established customer base

Question 9

Definition of Sales Promotion

Answer 9

Marketing that uses short term incentives or loyalty schemes to boost sales

Question 10

4 Advantages of Sales Promotion

Answer 10

-Can boost sales/customer engagement
-Can help clear out stock
-Can encourage impulse buys
-Can be targeted

Question 11

3 Disadvantages of Sales Promotion

Answer 11

-Can be expensive
-May not attract loyal customers
-May reduce sales of full price items

Question 12

Definition of Personal Selling

Answer 12

When a salesperson interacts with potential customers one-to-one either in person or digital

Question 13

2 Advantages of Personal Selling

Answer 13

-Allows relationships to be built
-Adds personal experience and advice

Question 14

2 Disadvantages of Personal Selling

Answer 14

-Can be expensive to train staff
-Hard to scale up with larger audiences

Question 15

Definition of Sponsorship

Answer 15

An agreement where a company provides support (financial or other) to an event, team, or organisation for marketing exposure

Question 16

3 Advantages of Sponsorship

Answer 16

-Help build brand awareness
-Can create emotional connections
-Help reach new customers

Question 17

3 Disadvantages of Sponsorship

Answer 17

-Expensive
-May not directly improve sales
-Can be subject to negative publicity

Question 18

Definition of Public Relations

Answer 18

When relationships are built with the public by managing their reputation

Question 19

3 Advantages of Public Relations

Answer 19

-Can enhance businesses reputation and credibility
-Can increase customer loyalty
-Can be more cost effective

Question 20

2 Disadvantages of Public Relations

Answer 20

-Time consuming
-Hard to measure impact

Question 21

Definition of Digital Communications

Answer 21

Any form of marketing that is delivered electronically

Question 22

2 Advantages of Digital Communications

Answer 22

-Can be targeted
-Can provide fast feedback

Question 23

3 Disadvantages of Digital Communications

Answer 23

-Can be ignored easily
-May need investment into infrastructure
-May miss certain demographics

Question 24

Definition of Branding

Answer 24

A name, image or logo that helps a product stand out in a market

Question 25

4 Advantages of Branding

Answer 25

-Helps build reputation -Can add value -Can charge premium -Helps reduce PED

Question 26

Definition of Corporate Branding

Answer 26

The use of a company name or logo to promote all products

Question 27

3 Advantages of Corporate Branding

Answer 27

-Builds brand recognition -Helps economies of scale -Help build reputation

Question 28

2 Disadvantages of Corporate Branding

Answer 28

-If tarnished can damage all products -May impact sales if strong competition

Question 29

Definition of Product Branding

Answer 29

Refers to the name, design, or symbol to promote a specific product

Question 30

3 Advantages of Product Branding

Answer 30

-Helps differentiation -Allows different profits to be segmented -Helps build loyalty by its quality

Question 31

3 Disadvantages of Product Branding

Answer 31

-High cost for each product -Hard to do for each product -May have differently levels of quality

Question 32

Definition of Own Brand Branding

Answer 32

Branding using the retailers name to promote a product

Question 33

3 Advantages of Own Brand Branding

Answer 33

-Helps differentiation -Allows a lower price to be set -Builds loyalty

Question 34

2 Disadvantages of Own Brand Branding

Answer 34

-May be perceived lower quality -May be seen as inferior profuct

Question 35

4 Ways to Build a Brand

Answer 35

-USP -Advertising -Sponsorship -Social Media

Question 36

How is Viral Marketing used

Answer 36

When businesses use online platforms to promote their products at specific times

Question 37

How is Social Media used

Answer 37

When businesses use social media platforms to promote the business as well as using influencers

Question 38

How is Emotional Branding used

Answer 38

When businesses build strong emotional connections with their customers