Theme 1.3.2

Question 1

above-the-line promotion

Answer 1

placing adverts using the media

Question 2

advertising

Answer 2

communication between a business and its customers where images are placed in the media to encourage the purchase of products

Question 3

below the line promotion

Answer 3

any promotion that does not involve using the media

Question 4

emotional branding

Answer 4

the practice of using the emotions of a consumer to build a brand

Question 5

generic brands

Answer 5

products that only contain the name of the product category rather than the company or product name

Question 6

manufacturer brands

Answer 6

brands created by producers of goods and services

Question 7

marketing mix

Answer 7

designed to meet the needs of customers

Question 8

four elements of marketing mix

Answer 8

product, price, promotion place

Question 9

merchandising

Answer 9

a promotion specifically at the point of sale of a product

Question 10

own label brands

Answer 10

products that are manufactured for wholesalers or retailers by other businesses

Question 11

point of sale

Answer 11

any point where a consumer buys a product

Question 12

promotion

Answer 12

an attempt to obtain and retain customers by drawing attention to a firm or its products

Question 13

public relations

Answer 13

an organisations attempt to communicate with interested parties

Question 14

sales promotions

Answer 14

methods of promoting products in the short term to boost sales

Question 15

sponsorship

Answer 15

making a financial contribution to an event in return to publicity

Question 16

viral marketing

Answer 16

any strategy that encourages people to pass on messages to others about a product or a business electronically