4.5.4. Promotion

Promotion

Methods of communicating messages to the market to raise brand awareness or sell a firm's products.

Above the line promotion (ATL)

Any form of paid-for promotional method through independent mass media sources.

They are costly to conduct but effective to target specific market.

Below the line promotion (BTL)

Use of non-mass media promotional activities, allowing business to have direct control

Through the line promotion (TTL)

Use of strategies that involve both ATL and BTL methods in an integrated marketing approaching

Social media marketing (SMM)

Practice gaining internet traffic through social media such as Facebook, Twitter, YouTube and Instagram. This strategy focuses on creating content that attracts attention and encourages people to further share the content.

Pros of SMM

+ Reach larger audiences, especially younger generation

+ Can target your audience

+ Can measure success

E.g. click-through rate (CTR)

Cons of SMM

- Cost involved in hiring people to manage the online presence

- No control over the online reaction

- Security issue