Branding and promotion

• What is the definition of promotion?

  Use of marketing tools to bring a product or service to attention of potential buyers
• What are the 6 different types of promotion?

  Sponsorship

  Public relations

  Below the line marketing

  Above the line marketing

  Direct marketing

  Personal selling
• What are personal selling - salesman often used to?

  Selling cars or homes
• Why is personal selling important ?

  It is the most effective way to manage business to customer relationships
• How can direct marketing be used and why?

  By email or post to re-engage customers who have stopped buying
• Why is above the line advertising used and give an example?

  To target larger and general customers

  Radio
• Give 2 advantages and disadvantages of above the line marketing?

  Builds brand awareness , reaches a mass audience

  Very expensive
• What is below the line advertising and give an example of a method?

  Reaches smaller but more targeted audiences

  Events
• Give 2 advantages and disadvantages of below the line marketing?

  Targets niche market , Easy and inexpensive to use

  Difficult to target diverse cultures , deeper understanding of customers are required
• What does public relations aim to do?

  Build a relationship with the business and the public
• Give 2 advantages of public relations long term?

  Low expenditure

  Is long term
• What are some disadvantages of a sponsorship?

  Can be very expensive

  Difficult to tell what impact this has on brand loyalty or sales
• What is emotional branding?

  Seeks to create a brand between the consumer and the product by provoking an emotional response to the advertising