In this lecture notes you will find in depth notes for the topic "Branding and Promotion" Theme 1 of Edexcel A level business which is called marketing and people.The textbook "Edexcel AS/A level BUSINESS, 5th edition, Pearson" is referenced in these lecture notes. They are really well written and...
LESSON 9
.Branding and Promotion
PROMOTION: Promotion is the way in which a business makes its products known to the
customers, both current and potential. Promotion is also used to persuade
customers that the product is better than competing products and to remind
customers about why they may want to buy.
.Types of promotion
⇨ Above the line= involves advertising in the media.
- Informative advertising (newspaper⇒gives clear information)
- Persuasive advertising (television and cinema ad⇒put pressure to buy
smtg)
- Reassuring advertising (Business selling financial services use this to
reassure people that their money are safe⇒comforting existing customers)
⇨ Below the line=does not involve advertising
- Sales promotion (used to boost sales, break into a new market, reward loyal
customers and allow businesses to measure the impact of promotion, by counting the
number of returned coupons.
-Free gifts
-Coupons
-Loyalty cards
-Competitions
-BOGOF offers (“buy one, get one free”)
-Money-off deals (discounts “30% off” or “20% free”)
- Public relations (PR)=increase sales by improving the image of the business
-Press releases (write an article in a television program)
-Press conference
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