Branding and promotion

Overview

Above-the-line, below-the-line and through-the-line promotion, sales promotion, personal selling and public relations, manufacturer, own-label and generic branding, the added value of a strong brand, ways of building a brand, and the social trends behind viral and emotional branding.

What you need to know

Answer each one before you reveal it.

Questions from this subtopic

Each one with the model answer underneath.

1. 1

   What is promotion in a business context?

   Model answer

   Promotion encompasses methods businesses use to communicate with customers and persuade them to purchase products or services.

2. 2

   What is above-the-line promotion?

   Model answer

   Above-the-line promotion involves paid advertising through mass media channels such as television, radio, newspapers, and billboards.

3. 3

   Define below-the-line promotion.

   Model answer

   Below-the-line promotion involves non-media communication methods such as sales promotions, direct mail, personal selling, and public relations.

4. 4

   What is through-the-line promotion?

   Model answer

   Through-the-line promotion combines above-the-line and below-the-line methods in an integrated marketing campaign.

5. 5

   Give four examples of sales promotion techniques.

   Model answer

   Discounts, coupons, competitions, and free samples.

6. 6

   Why are sales promotions considered short-term incentives?

   Model answer

   They are designed to encourage immediate purchase rather than build long-term brand loyalty.

Other ways to work this

The same content, four other ways.

What is inside Levo

Six ways to work the same material.