marketing mix and strategy: promotion and branding

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49 Terms

1
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promotion

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

2
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above the line promotion

placing adverts using the media

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below the line

promotion that does not involve using the media

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what are the objectives of advertising

to inform, persuade and reassure

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6 methods of above the line advertising

  • television

  • newspapers/magazines

  • cinema

  • radio

  • poster and billboards

  • social media/the internet

6
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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

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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

8
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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

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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

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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

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

  • limited audience

  • short lived message

  • can only be seen once

12
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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

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

  • not visual

  • easy to ignore

  • lacks impact

  • viewed as annoying/disrupting

14
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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

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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

16
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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

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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

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methods of below-the-line promotion

  • sales promotion

  • public relations

  • merchandising and packaging

  • direct mailing

  • direct selling

  • trade fairs

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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

20
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public relations

an organisations attempt to communicate with/promote interested parties

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4 methods of public relations

press releases

press conferences

sponsorship

donations

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press release

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

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press conference

where representatives present information with the media

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sponsorship

a financial contribution to an event in return for publicity

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

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donations to charites

  • used to improve brand image

  • reported in the media

  • some businesses seek bad publicity by being contoversial

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methods of packaging

  • product layout

  • display material

  • stock

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merchandising

promotion at the point of sale

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point of sale

any point where a consumer buys a product

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methods of merchandising

  • direct mailing

  • direct selling

  • trade fairs and exhibitions

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factors affect choice of promotion

  • cost

  • product type

  • market type

  • stage in the product life cycle

  • competitors promotions

  • legal factors

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3 types of branding

  • own label brands

  • generic brands

  • manufacturer brands

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manufacturer brands

created by the producers of the goods and services

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own label brands

  • products are produced by other businesses for retailers

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generic brands

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

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3 benefits of strong branding

  • addedbalue

  • ability to charge premium prices

  • reduced price elasticity

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added value as a benefit of strong branding

creating a desireable brand imaage that acts as a competitve edge

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ability to charge premium prices as a benefit of strong branding

customer loyalty allows stong brands to charge highe prices and become price leaders

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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

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4 ways to build a brand

  • exploiting a usp

  • advertising

  • using social media

  • sponsorship

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how to exploit a usp

  • easier to differentiate a product

  • incoporating special features

  • make promises to their consumers if dissatisfied

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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

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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

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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

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how do changes in branding reflect social trends

  • viral marketing

  • social media

  • emotional branding

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viral marketing

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

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effect of viral marketing

  • potential for rapid growth

  • large exposure

  • easily shared

  • increased brand awarness

  • cost effectiveness aka its free

  • temporary impact

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effect of social media

  • raises brand awarness

  • influencer partnerships

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emotional branding

using the emotions of a consumer to build a brand

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effects of emotional branding

develops a relationship with the consumer

builds an emotional attachment