Promotion: Stratagies to make the consumer aware of the existence of a product or service. Not just advertising!

  • Created by: sonny
  • Created on: 21-05-11 13:26

Aims of promotion.

  • To inform customers about a product or service.
  • To persuade customers to buy something.
  • To increase awareness of the product.
  • To get customers attention or remind them of your products or services.

Above the line promotion is advertising a product or service through the media:

  • Television.
  • Radio.
  • Billboards.
  • Magazines.
  • Buses.
  • Product Placement.

Below the line promotion is all forms of promotion that do not use media e.g.

  • Sales promotions.
  • Direct selling or beautiful staff, and public relations events.
  • Merchandising i.e. promoting the product by presenting it effectively e.g. abercrombie uses light and smell.
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Promotional mix!

The combination of the promotional techniques a firm uses to promote a product is called the promotional mix.

This is NOT the same as the marketing mix!

The firm will use a variety of above and below the line promotional methods to create an appropriate promotional mix.

The promotional mix is influenced by:

  • The product itself - business to business will use more direct selling.
  • The market - How big is it? Is a national TV advert appropiate?
  • Competitor activity - Do we need to persuade customers to switch brands or respond to a competitors advert?
  • The product life cycle - Is it a new product that customers need to be made aware of?
  • The budget available - How much can we afford to spend on promotion?

Expensive and complex products tend to be sold via direct selling whereas cars use a combination of advertising and personal selling.

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