Topic 9 & 10

Question 1

The design mix

Answer 1

Function -> products/services must be fit for purpose, reliable and durable
Aesthetics -> visual and sensory appeal of products/services
Cost -> product must be affordable to produce while maintaining quality and profit margins

Question 2

Impact of social trends on design

Answer 2

1. Designing for resource depletion -> using less energy-intensive processes and more durable materials
2. Design for waste minimisation -> using recycled or recyclable materials
3. Ethical sourcing -> ensuring fair trade and humane working conditions

Question 3

Benefits of adopting social trends

Answer 3

. Reduces waste = lowers production costs
. Appeals to environmentally conscious consumers, boosting demand
. Positive corporate image leads to higher sales

Question 4

Purposes of promotion

Answer 4

. Inform potential customers
. Reinforce brand image
. Persuade customers
. Build long-term loyalty with customers

Question 5

Above-the-line promotion main channels

Answer 5

. Televisión advertising
Advantages: high reach, visual impact and ability to demonstrate product use
Disadvantages: very expensive, may not specifically target niche audiences
. Internet advertising
-> growing rapidly due to increasing digital consumption
-> allows targeted ads based on user data

Question 6

Types of ATL promotion

Answer 6

1. Informative advertising
2. Persuasive advertising
3. Reassuring advertisement

Question 7

Examples of below-the-line promotion

Answer 7

1. Sales promotion -> to encourage repeat purchases and reward customer loyalty eg. “Buy One Get One Free”
2. Public relations -> press releases, sponsorships
3. Direct marketing -> personalised emails, flyers or phone calls to potential customers

Question 8

Types of brands

Answer 8

. Manufacturer brands -> created and controlled by producer
. Own-label brands -> exclusive to retailers and often more affordable
. Generic brands -> basic, unbranded products that focus on low cost rather than differentiation

Question 9

Benefits of strong branding

Answer 9

1. Added value
2. Ability to charge premium pricing
3. Reduced price elasticity

Question 10

How to build a brand

Answer 10

1. Unique selling point (USP)
2. Advertising
3. Sponsorship
4. Social media

Question 11

Adapting branding and promotion to social trends

Answer 11

1. Viral marketing -> encourages customers to share content
2. Social media -> enables business to engage with specific demographics and create tailored campaigns
3. Emotional branding -> appeals to consumer emotions