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business studies
business theme 1
branding+promotion
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Zara tough
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Cards (16)
what are three benefits of strong branding?
added value
, ability to
charge premium price
,
reduced price elasticity
of
demand
what are some ways to build a brand?
sponsorship
social media
advertising
differentiation
what does promotion mean?
the use of
marketing tools
to bring a
product
to the
attention
of
potential buyers
what are 6 types of promotion?
1.personal selling
2.direct marketing
3.above-the-line marketing
4.below-the-line marketing
5.public relations
6.sponsorship
what is above the line marketing?
uses
mass media methods
what is an advantage of atl marketing?
reaches
maximum exposure
what is a disadvantage of atl marketing?
very expensive
what is below the line marketing? give some examples
reaches more targeted audiences
public relations
(
PR
)
social media marketing
whats an advantage of BTL?
not expensive
and it is
more targeted
whats a disadvantage of BTL?
targeting
diverse cultures
with the same
theme
is
difficult
what is direct marketing?
highly
focussed,
targeted mail
what is
public relations
(
PR
)?
unpaid communication
about a
company
which appears in
mass media
what are the 6 types of sales promotion?
1.BOGOFF
(
buy one get one free
)
2.price discounts
3.money off coupons
4.giveaways
5.special events
6.point of sale
what are advantages of bogoff?
very popular with shoppers
boosts sales
what are
advantages
of
coupons
?
makes the
customer feel
they are
getting better value
for
money
whats a disadvantage of coupons?
customers
may be
waiting
for the
coupons
before they
purchase
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