1.3.2 Branding and Promotion

Promotion

Use of marketing tools to bring a product or service to the attention of potential buyers

Personal selling

Sales person acts on behalf of the organisation and is useful as a technical advisor

Useful way of managing business to customer relationships

Direct marketing

Highly focussed targeted mail based on what customers have bought before

Carefully tailored to items customer have blight before

Above the line advertising

Involves mass media methods for targeting larger and more general customers I.e TV or cinema

ATL adv and disadv

+tailored to reach a mass audience

+communication is repeated so message is clear

+great for building brand awareness

-very expensive

Below the line advertising

the same as direct marketing for reaching more targeted audiences

Aimed specifically at targeted individuals that have been identified as potential customers

BLT adv and disadv

+easy to measure if campaign has reached audience

+easy and inexpensive to use social media for awareness

+more targeted ro specific niche segments

-extensive training on working social media and IT

-deeper understanding of customer behaviour is required

Public relations

A strategic approach to managing a brands image and reputation

Aims to build a relationship between the business and the public to create a favourable corporate Image

Unpaid communication about an organisation which appears in mass media

PR adv and disadv

+long term strategy

+low expenditure

-gives business less control over what is said

Sponsorship

Positive associations of the product with a celebrity or a sport

Can be expensive and difficult to tell what impact this has on brand loyalty or sales