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  3. PEARSON (PEARSON)
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  7. Unit 1 - Marketing and people

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Summary Branding & Promotion
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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

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

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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

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