10 Branding

There are 3 types of adverts: Informative, persuasive, and reassuring. Which best describes an Informative advert?

• Builds up awareness of the product and gives details about features or benefits of the product or service.

• Adverts created by the producers of goods and services

• Adverts created to generate interest and desire (AIDA)

• Adverts that are targeted at existing customers and are designed to be comforting.

Which definition best describes 'above the line promotion'?

• Using promotion which is stronger than competitors

• Promotional activities that don't use the media

• Placing adverts using the media

• Promotion for luxury goods

What does 'USP' stand for?

• Unusual Sales Promotions

• Unique Selling Point

• Unique Sales Price

• Unique Strategic Position

From the following advertising campaigns, which 3 best demonstrate the use of emotional branding?

• The Andrex puppy adverts

• Apple's strategy of connecting with younger people and creating a 'cool' product image.

• John Lewis' Christmas advert

• Chipping Norton school changing its logo

What is emotional branding?

• Using the emotions of a consumer to connect with them and build brand loyalty.

• Giving consumers questionnaires to find out their emotional state.

• Showing adverts in which actors are displaying raw emotions.

• Developing a logo in which there is an emotion shown such as a smiley face.

What is a point of sale display (POS)?

• A company's target when selling a product.

• Somewhere a customer can buy a product.

• The final profit of sales in a day.

• A specialized form of sales promotion found near, on, or next to a checkout counter.

What is persuasive advertising?

• Attempting to create sales of a product by offering discounts.

• A type of product promotion that aims to convince a consumer to buy a product over a competitor's.

• Developing in a customer the sense that they are valued by the business.

• Asking customers to buy more than they need.

Which sentence best describes what added value is?

• Raising prices to make consumers think the product is more valuable

• Adding a desired feature to a product in order to be able to raise the price

• Adding tax to the product

• Making the product of higher quality raw materials

What are the '4Ps'?

• product

• promotion

• place

• price

Identify two benefits of sponsorship.

• Raising brand awareness

• Famous people get shares in the business

• Create positive PR

• To test products