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Branding and Promotion - Coggle Diagram
Branding and Promotion
Below-the-line promotion
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i.e.
sales promotions (free gifts, coupons, loyalty cards, and money-off deals)
public relations (presss conferences, press releases, sponsorship)
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The choice of medium will depend on the target market, the nature of the products cost and the potential reach, i.e. how many people will be exposed to the advert
Above-the-line promotion
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i.e.
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direct marketing (emails, direct post)
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Can offer a two-way form of communication (through direct selling and trade fairs), encouraging customers to try new products (via sales promotions), and can be more believable than advertising (by using public relations)
Influences on promotion
The target audience
A business might choose the right method and channel to reach the right people, e.g. placing an advert in a magazine for a product that matches the demographic of the readership
Technology
Can help a business narrow down its promotion so that it only reaches the right people. Subscription services allow a business to target customers with personal messages and relevant information
Promotion budget
The promotion budget will determine which methods are available and the geographical reach of the campaign
The message
A public apology might be posted on a company's website, but a sneak peek at the new product line might be shared via twitter. Sponsoring a sporting event might encourage an association with healthy living
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Promotion
A key method a business will use to communicate with its customers and potential customers. Successful promotion will create awareness, understanding, and a desire for the product.
Branding
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A brand represents the characteristics and personality of a business. For example, customers may associate a brand with characteristics such as sophistication, fun, value, or premium quality.
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