1.3.2 - theme 1

Question 1

What is advertising?

Answer 1

A paid form of communication, used by a business to raise customer awareness of its products, services and brands, to persuade purchases to be made.

Question 2

What is customer loyalty?

Answer 2

Customers favouring a business over competitors when making a purchase.

Question 3

What does repeat purchases mean?

Answer 3

Customers will return to the business again and again.

Question 4

What is digital communication?

Answer 4

The electronic transfer of data.

Question 5

What is direct marketing?

Answer 5

Where a business mails out leaflets or letters to households.

Question 6

What is emotional branding?

Answer 6

The creation of brands that may appeal to customers’ emotional nature, rather than their logical side.

Question 7

What is manufacture/corporate branding?

Answer 7

Brands created by the producers of goods and services e.g. Kellogg’s cornflakes (bear the producers name).

Question 8

What is own brand?

Answer 8

Products that are manufactured for wholesalers or retailers by other businesses e.g. Tesco Beans.

Question 9

What is personal selling?

Answer 9

Direct communication between a salesperson and the customer.