Flashcards
Business, Branding and promotion (1.3.2)
Cards in this deck (16)
- 1PromotionAn attempt to obtain and retain customers by drawing their attention to a firm or its products
- 2Marketing MixThe elements of a business's marketing that are designed to meet the needs of the customers. Called the 4 P's
(Product, Price, Promotion, Place) - 3Specific aims promotion can be used to achieve:. Telling consumers about a new product
. Reminding customers about an existing product
. Reach a widely dispersed target audience
. Reassure customers about products
. Show consumers that rival products are not as good
.Improve/develop the image of a business - 4Above the Line PromotionPlacing adverts using the mainstream media
. E.g TV, Radio, Newspapers, magazines, Cinema, Posters, Billboards, Internet - 5Types of advertising. Informative advertising
. Persuasive advertising
. Reassuring advertising - 6Below the Line PromotionAny promotion that does not involve using the mainstream media
- 7Forms of Below the Line Promotion:.* Sales promotions
. *Public relations
. *Merchandising and Packaging
. Direct mailing
. Direct/personal selling
. Exhibitions and trade fairs - 8*Sales promotions. Methods of promoting products in the short term to boost sales
.Free gifts
. Coupons
. Loyalty cards
.BOGOF
.Competitions
. Money off deals - 9*Public relations. An organisations attempt to communicate with interested parties
. Press released
. Press conferences
. Sponsorships
. Donations - 10*Merchandising and Packaging.Product Layout
. Display material
. Stock - 11Choosing methods of promotion. Cost
. Market type
. Product type
. Stages in product life cycle
. Competitors' promotions
. Legal factors - 12Types of branding. Manufacturer brands
. Own label brands
. Generic brands - 13Benefits of strong branding. Added Value
. Ability to charge premium prices
. Reduced price elasticity of demand - 14Ways to build a brand. Exploiting a Unique Selling Point
. Advertising
. Sponsorship
. Using social media - 15Changes in Branding and promotion to reflect social trends. Viral Marketing
. Social media
. Emotional branding - 16Emotional BrandingThe practice of using the emotions of a consumer to build a brand
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- A level Business, Unit 1 Flashcards on Business, Branding and promotion (1.3.2), created by Rhian Morgan on 02/07/2018.
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- Rhian Morgan
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