marketing mix and strategy: promotion and branding

promotion

an attempt by a business to abtain and retain customers by drawing their attention to a firm and its products

above the line promotion

placing adverts using the media

below the line

promotion that does not involve using the media

what are the objectives of advertising

to inform, persuade and reassure

6 methods of above the line advertising

• television

• newspapers/magazines

• cinema

• radio

• poster and billboards

• social media/the internet

advantages of television as a form of above the line advertising

• large audience reach

• shows a demonstration of product usage

• sound and movement is used

• used to target audiences who are part of the digital age

disadvantages of television as a form of above the line advertising

• very expensive

• short lived message

• some viewers avoid television ads

• delay between seeing ads and shopping

advantages of newspapers/magazines as a form of above the line advertising

• national+local coverage

• long lasting

• linked to articles

• relatively cheap

• vouchers can be used/distributed

disadvantages of newspapers/magazines as a form of above the line advertising

• no movement or sound

• slowly losing their relevance and use in modern day society

Advantages of cinemas as a form of above-the-line advertising

• large impact

• local+national advertising

• ability to target specific age groups

• sound and movement used

Disadvantages of cinemas as a form of above-the-line advertising

• limited audience

• short lived message

• can only be seen once

Advantages of radio as a form of above-the-line advertising

• sound can be used

• minority audiences present can be targeted easily

• cheap production

• targets older age groups

disadvantages of radio as a form of above-the-line advertising

• not visual

• easy to ignore

• lacks impact

• viewed as annoying/disrupting

Advantages of posters/billboards as a form of above-the-line advertising

• produces national campaigns

• long lasting repeated message long-lasting

• big impact

• good for short/concise messages

disadvantages of posters/billboards as a form of above-the-line advertising

• can be vandalised/ damaged by the weather

• limited amount of information that can fit on a billboard/poster

• hard to evaluate how effective it is at advertising the

Advantages of the internet as a form of above-the-line advertising

• regularly updated

• targets the audiences

• measurable responses/ effectiveness

• no delay between buying and selling

• free

disdvantages of the internet as a form of above-the-line advertising

• pop-ups can be irritating

• possible technical problems

• needs to be constantly updated so time consuming

methods of below-the-line promotion

• sales promotion

• public relations

• merchandising and packaging

• direct mailing

• direct selling

• trade fairs

types of sales promotion

• free gifts

• coupons/ vouvhers

• loyalty cards

• competitions for buying a product

• BOGOF buy on get one free offers

• money off deals e.g 30% off

public relations

an organisations attempt to communicate with/promote interested parties

4 methods of public relations

press releases

press conferences

sponsorship

donations

press release

information released by the business about the business to improve brand image

press conference

where representatives present information with the media

sponsorship

a financial contribution to an event in return for publicity

usual in sports events which are televised so it’s cheaper

donations to charites

• used to improve brand image

• reported in the media

• some businesses seek bad publicity by being contoversial

methods of packaging

• product layout

• display material

• stock

merchandising

promotion at the point of sale

point of sale

any point where a consumer buys a product

methods of merchandising

• direct mailing

• direct selling

• trade fairs and exhibitions

factors affect choice of promotion

• cost

• product type

• market type

• stage in the product life cycle

• competitors promotions

• legal factors

3 types of branding

• own label brands

• generic brands

• manufacturer brands

manufacturer brands

created by the producers of the goods and services

own label brands

• products are produced by other businesses for retailers

generic brands

products that only contain the name os the product rather than brand

3 benefits of strong branding

• added value

• ability to charge premium prices

• reduced price elasticity

added value as a benefit of strong branding

creating a desireable brand imaage that acts as a competitve edge

ability to charge premium prices as a benefit of strong branding

customer loyalty allows strong brands to charge high prices and become price leaders

reduced price elasticty of demand as a benefit of strong branding

the brand/product becomes inelastic or insensitive to price changes. so increasing the prices is a more viable option to increase revenue

4 ways to build a brand

• exploiting a usp

• advertising

• using social media

• sponsorship

how to exploit a usp

• easier to differentiate a product

• incoporating special features

• make promises to their consumers if dissatisfied

how to advertise as a way to build a brand

• introduce a new brand

• remind consumers that the brand is still present

• the more people who know the brand = the greater market power

how sponsoship works as a way to build a brand

• financial support recieved from a firm in exchange for publicity

• raises awarness

• positive PR

• emotional commitment

how using social media works as a way to build a brand

• easier to focus on specifc customer groups

• helps businesses with market research

• helps develop trust with customers and parasocial relationships with a brand

how do changes in branding reflect social trends

• viral marketing

• social media

• emotional branding

viral marketing

a strategy that encourages people to pass on a message to others about a product or business electronically

effect of viral marketing

• potential for rapid growth

• large exposure

• easily shared

• increased brand awarness

• cost effectiveness aka its free

• temporary impact

effect of social media

• raises brand awarness

• influencer partnerships

emotional branding

using the emotions of a consumer to build a brand

effects of emotional branding

develops a relationship with the consumer

builds an emotional attachment