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:
- 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.
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.