• The four elements of the marketing mix are product, price, promotion and place. • Branding involves selling a product or service under a well-known name. • A logo is a symbol or design used by a business to identify its products.
• The methods used by a business to make customers aware of a product or service are called promotion.
• Advertising is how a business communicates information to consumers to encourage them to buy products and services.
• Informative advertising provides information about a product or service to the consumer, such as its features or how it works.
• Persuasive advertising aims to convince consumers to buy the product or service. • Competitive advertising aims to show that a brand’s product or service is better than its competitors’. • Generic advertising promotes product categories rather than particular brands. • Traditional advertising media include television, radio, newspapers and magazines.
• Digital marketing is the promotion of goods and services using digital media, such as websites, digital videos and social media sites.
• Sales promotions are short-term measures used to increase sales of a product or service. • Public relations (PR) involves promoting a positive image of a business to the public.
Taking stock A
Go to page 106 of your Activities and Accounts Book to check what you have learned in chapter 15.
