100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Previously searched by you
Previously searched by you
logo
Summary Branding & Promotion $6.17
Add to cart
Quickly navigate to
Preview
  2.  
  3. PEARSON (PEARSON)
  4.  
  5. Business
  6.  
  7. Unit 1 - Marketing and people

Summary

Summary Branding & Promotion
 0 purchase
  • Course
  • Unit 1 - Marketing and people
  • Institution
  • PEARSON (PEARSON)

In-depth notes describing the different types of promotion, the advantages and disadvantages of each, the types of branding, ways to build a brand, and changes in branding and promotion to reflect social trends

Preview 1 out of 3  pages

Document information

  • September 27, 2020
  • 3
  • 2019/2020
  • Summary

Subjects

  • business
  • types of branding
  • ways to build a brand
  • social trends
  • branding promotion

Written for

  • A/AS Level
  • PEARSON (PEARSON)
  • Business
  • Unit 1 - Marketing and people
All documents for this subject (99)

Seller

avatar-seller
emily1744

Reviews received

Content preview

Theme 1 Topic 15
Branding & Promotion
Promotion
Promotion – the process of drawing attention to products by communicating with customers or potential
customers
Promotion can be…

 Informative – telling people about what the product/service is – facts/figures
OR
 Persuasive – trying to make people buy it – appeals to emotions

And

 Above the Line – relies on media e.g. magazine & TV advertising
OR
 Below the Line – does not involve media advertising e.g. sales promotions and merchandising

Types of Promotion

1. Personal Selling – might involve a sales representative visiting a potential customer. Especially used in
B2B.

Benefits Drawbacks
 Could sell for more  Might not sell as many
 More likely to sell it  Could put people off
- More personal  Expensive
- Persuade customers
 Can explain benefits of the product in lots
of detail

2. Direct Marketing – communicating directly to the individual customer through an appropriate form of
communication (e.g. through letters or telephone)

Benefits Drawbacks
 Can target customers  Annoys customers – goes in junk/bin
 Cost effective


3. Advertising – communicating with customers or potential customers through specific media (e.g. TV,
radio or newspapers)

Media Advantages Disadvantages
Television  Huge audiences can be reached  Very expensive
 Use of products can be demonstrated  Message may be short-lived
 Sound & movement can be used  Some viewers avoid TV ads
 Scope for targeting groups with digital  Delay between seeing the ad
TV and shopping
Newspapers  National and local coverage  No movement or sound
and Magazines  Reader can refer back  Individual ads may be lost in
 Ads can be linked to articles and a ‘sea of ads’
features
 Vouchers & coupons can be used
 Scope for targeting with specialist
magazines
 Relatively cheap
Cinema  Big impact on large screen  Limited audience

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller emily1744. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $6.17. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

69569 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 15 years now

Start selling

Recently viewed by you

Exam (elaborations) ·

(0)

ACC 561 FINAL EXAM 4

$6.17
  • (0)
Add to cart
Added