Edexcel Branding and promotion

Question 1

Umbrella brands

Answer 1

Brands assigned to more than one brand

Question 2

Cooperate brand

Answer 2

Promoting the brand name rather than product or service

Question 3

Own label brands

Answer 3

Retail services assign branding to a range of goods

Question 4

Global brands

Answer 4

Easily recognised and operating worldwide

Question 5

Brand extension

Answer 5

Uses brand name on products

Question 6

Brand stretching

Answer 6

Brand used for range of products not necessarily connected

Question 7

Main aims of promotion

Answer 7

Aware of existence
Persuade customers over competitors

Question 8

Use of promotion

Answer 8

Increase sales
Attract new customers
Encourage customer loyalty

Question 9

Promotional mix

Answer 9

Specific mix of promotional methods to pursue marketing objectives

Question 10

Key factors which influence promotional

Answer 10

Product life cycle
Advertising

Question 11

Advertising

Answer 11

Paid for communication

Question 12

Advertising advantages

Answer 12

wide coverage
Repetition is effective

Question 13

Advertising Disadvantges

Answer 13

Expensive
impersonal

Question 14

Advertising examples

Answer 14

Tv
Radio

Question 15

Sales promotion

Answer 15

Persuading consumers to buy products

Question 16

sales promotion examples

Answer 16

Free gifts
Coupons

Question 17

Sales promotion advantages

Answer 17

Effective to boost sales
Encourages customers to trial products

Question 18

Sales promotion Disadvantges

Answer 18

Sale effects are short time
Damage brand image

Question 19

Personal selling

Answer 19

Person to person communication

Question 20

personal selling examples

Answer 20

Telephones
meetings

Question 21

Personal selling advantages

Answer 21

Better customer service
Sell products at high prices

Question 22

Personal selling Disadvantges

Answer 22

High costs
Labour insensitive

Question 23

Public relations

Answer 23

Create goodwill towards business or product.

Question 24

Public relations example

Answer 24

Promoting new products
enhancing brand awareness

Question 25

Public relations advantages

Answer 25

Build image and reputation
Communicate effectively with consumers

Question 26

Direct marketing

Answer 26

Promotions directed through mail, email, social media

Question 27

Direct marketing advantages

Answer 27

Generate a specific response from a group
Easy to adapt

Question 28

Direct marketing Disadvantges

Answer 28

response rates vary
expensive

Question 29

Sponsorship

Answer 29

A business will sponsor an event, team or individual in order to build brand awareness.

Question 30

Viral marketing

Answer 30

Uses social media to create brand awareness or marketing objectives.

Question 31

Emotional branding

Answer 31

Companies decide which emotion to target to consumers
This emotion is communicated through external and internal communications.
In order to emotionally bond consumer to brand

Question 32

Emotional branding examples

Answer 32

Customer relations
Online contact
Social media engagement

Question 33

Service brands

Answer 33

services delivered face to face or online via apps.