Branding and Promotion

• Define Promotion

  The use of marketing tools to bring a product to the attention of potential buyers.
• Name 6 types of advertising.

  1. Personal selling
  2. Direct marketing
  3. Above the line advertising
  4. Below the line advertising
  5. Public Relations
  6. Sponsorship
• What is personal selling?

  An effective way to manage business to customer relationships. The sales person will act on the behalf of the organisation to advise customers.

  But, sales people are very expensive in terms of commission, salary and training.
• What is direct marketing?

  It is highly focused targeted mail which is sent to customers based on what they have bought before.
• What is above the line advertising?

  It involves mass media methods for targeting larger and more general customers.
• Name examples of Above the line advertising.

  Radio

  TV

  Billboards

  Newspaper

  Magazine

  Print adverts

  Outside adverts
• Name advantages of above the line advertising.

  • Tailored to reach a mass audience and get maximum exposure to potential customers.
  • Advert communication is repeated so the message is clear.
  • Great for building brand awareness.
• Name disadvantages of above the line promotion

  • Very expensive method of advertising.
  • Difficult to measure clear results
• What is below the line advertising?

  Same as direct marketing but is for reaching smaller but more targeted audiences.
• Name methods of below the line promotion.

  Public relations

  Search engines

  Events

  Social media marketing
• Name advantages of below the line promotion.

  • Easy to measure if campaign has reached an audience
  • Easy and inexpensive to use social media
  • More targeted to specific niche segments.
• What is public relations?

  Aims to build relationship between the business and customers to promote a favourable corporate image.
• Name one advantage and one disadvantage of public relations.

  • It is very low expenditure
  • Gives the business less control over what is said, but customers find it more believable
• What is sponsorship?

  Positive association of the product witn a celebrity or sport.
• Name one advantage and one disadvantage of sponsorship.

  • It can be very expensive
  • Difficult to tell what impact it has on brand loyalty.
• Name 6 types of sales promotions.

  1. BOGOFF
  2. Price discounts
  3. Money off coupons
  4. Samples/giveaways
  5. Special events
  6. Point of sale
• Name advantages of BOGOFF

  • Very popular
  • Encourages trial and use
  • Encourage shoppers to switch from their normal brand
  • Boots sales = more revenue
• Disadvantages of BOGOFF

  • Loss of profit as there is an increase in costs
  • Only useful in the short term
• Name an advantage of price discounts.

  • Great way to clear out old or out of date stock
• Disadvantages of price discounts.

  • Regard the business as a cheap option
  • Too many discounts and customers will become suspicious
• Name advantages of money off coupons.

  • Help customers feel they are getting better value for money
  • Available from lots of places which can encourage repeat purchase
• Name advantages of samples/giveaways.

  • Ideal for new product launches
  • Works especially well with some products
  • Encourages word of mouth promotion
• Disadvantages of samples/giveaways

  • Can be complicated to send in the post
  • Can be expensive as products are being given away for free
• Name advantages of special events.

  • Encourages customers to attend
  • Rewards loyal customers with a special event
  • Ideal for small business
• Disavantages of special events

  • Expensive
  • Hard to measure how valuable marketing is
• Name advantages of point of sale.

  • Ideal way to promote new products works best with products that have an event of holiday tie
  • Manufactures can add extra punch to promotion by providing a discount.
• Disadvantages of point of sale.

  • Only successful if the products meets the needs of the customer
  • Needs to be designed and out to stores in time for the holiday
  • Displays may be put in poor locations by shops
• Describe 6 methods of digital communications

  1. Online adverts
  2. Mobile communications
  3. Advergaming
  4. Social media
  5. Consumer generated content
  6. Viral strategies
• Advantages of online adverts.

  • At management tools can deliver data and statistics
  • Potential to reach large markets
• Disadvantages of online adverts.

  • Customers may ignore ads
  • May get lost amongst other content
  • Click through ads are expensive
• Advantages of mobile communications.

  • Used to extend online reach
  • M-commerce transactions doesnt require customers to plug in laptops = convenience
• Disadvantages of mobile communications.

  • Small screen message can be lost or distorted
  • Security issues with online transactions
  • Websites have to be adapted to be mobile friendly = expensive
• Advantages of advergaming.

  • Customers concentrating on game so more likely to pay attention to brand message.
  • Multiplayer games can reach huge audiences
  • Many consumers know there will be adverts in games
• Disadvantages of advergaming.

  • If the game and brand and game don’t go together then the message is lost
  • Many games are played by consumers who are too young to make a purchase decision
• Name advantages of social media.

  • Customers are informed of new products
  • Increase customer engagememt
  • Customers service with quick responses
• Disadvantages of social media.

  • Needs updating on a regular basis so committed staff will need to be hired which is an additional cost.
• Name advantages of consumer generated content.

  • Oppurtinities to read reviews
  • Positive responses to complaints can be assenting for marketing and reputation enhancement
• Disadvantages of consumer generated content.

  • Lots of ways to publicly complain
  • Not just about brands but online reputation which can be expensive to manage.