Branding and promotion

The advantages of having a strong brand are:

• Retailers or service sellers do not want to stock top selling brands

• Brands inspire customer loyalty

• The brand owner can usually charge low prices

• They are expensive to develop.

What is used to attract new customers and retain

existing customers?

• Decision Tree

• Promotion

• Branding

• Critical path analysis

_____ advertising involves advertising

in the media.

• Value added

• Above the margin

• Below the line

• Above the line

Informative advertising main aim is to ____

• increase consumer awareness.

• decrease consumer awareness.

• convince the consumer to use your business and not a competitors.

• make the consumer feel they were ‘right’ to buy your product.

Below the line promotion refers to ___

• any form of promotion conducted on an international scale.

• any form of promotion that does not involve advertising.

• any form of promotion that does involves advertising.

• any form of promotion that does not involves critical path analysis

Businesses use ___ to increase sales by improving the image of the business and boost relationships with consumers.

• VAT

• HR

• PR

• above the line promotion

Point of sale =

• any place where the consumer purchases a product.

• any form of above the line promotion.

• any form of below the line promotion.

• what packaging and branding an enterprise uses.

Sponsorship =

• Placing adverts using media.

• An organisations attempt to communicate with interested parties

• Making a financial contribution to an event/person in return for publicity

• Any promotion that does not involve using the media

Public Relations =

• An attempt to obtain or retain customers by drawing their attention to a brand or products.

• Making a financial contribution to an event/person in return for publicity

• Any promotion that does not involve using the media

• An organisations attempt to communicate with interested parties

Promotion =

• Making a financial contribution to an event/person in return for publicity

• Any promotion that does not involve using the media

• An organisations attempt to communicate with interested parties

• An attempt to obtain or retain customers by drawing their attention to a brand or products.