What's covered
Key facts
Advertising channels
Advertising is paid promotion that brings attention to a product or service.
Branding and logos
A strong brand lets a business charge more because customers trust the brand and perceive higher value.
Identifying customers
A detailed sketch of a typical customer is called a customer persona.
Social media in marketing
A hashtag is a short tag starting with # used to group social-media posts.
The 4 Ps - product, price, place, promotion
The traditional marketing mix has four Ps.
What marketing is
Identifying customer needs and meeting them is part of marketing.
Advertising channels
In the UK, the ASA regulates adverts (including on social media) to stop misleading claims and ensure they are "legal, decent, honest and truthful."
Branding and logos
A brand is the identity (name, design and symbols) that makes a product recognisable.
Identifying customers
Customers are the people who buy a business's goods and services.
Social media in marketing
An influencer is a popular online personality paid to recommend products.
Sample questions
A taste of the 59 questions in this topic, answers marked. Sign up to practise the full set with spaced repetition.
Which is an example of traditional advertising?
- •A targeted Facebook ad on mobile
- ✓A television commercial during a football match
- •A TikTok video filmed at home
- •An Instagram story with a sticker
What is a logo?
- •A barcode on a product label
- •A government identity document
- •A receipt printed at checkout
- ✓A visual symbol that identifies a brand
Which is the 'target market' of a children's toy?
- ✓Children and their parents
- •Office workers commuting daily
- •Retired pensioners over eighty
- •Truck drivers on motorways
Which is a benefit of marketing through social media?
- ✓Direct interaction with customers in real time
- •It reaches every age group equally
- •It replaces the need for a website
- •Posts can never be criticised
Which of these is NOT one of the four Ps?
- •Place
- •Price
- ✓Profit
- •Promotion
Which is a goal of marketing?
- •To keep the company's accounts
- •To make the product cheaper to produce
- •To manage the firm's staff and wages
- ✓To raise awareness and persuade customers to buy
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