business unit 1 chapter: 11 promotion and branding

promotion

the way a business makes its products known to the customer

promotional mix

different methods a business will use to promote its product/service

above the line promotion

paid advertising in the media for example tv, radio, social media.

below the line promotion

activities directly controlled by the business that do not use the media e.g. BOGO, loyalty cards, merchandising, direct mailing

3 types of advertising

informative, persuasive, reassuring

viral marketing

strategy or campaign designed to pass the message from one person to another organically

social media

platform that facilitates the sharing of ideas, thoughts, and information through virtual networks and communities

emotional branding

a technique that tries to create a positive emotion associated with a brand and consumer