The 7 Ps of the Marketing Mix – Promotion

Vocabulary flashcards focusing on key marketing terms related to the promotion element of the marketing mix.

Above the line (ATL) promotion

Any form of paid-for promotion through the mass media to reach a broad audience.

Advertising

A method of informative and/or persuasive promotion that is usually paid for, aimed at raising demand for a firm's products.

Advertising clutter

The huge volume of advertisements that the public is bombarded with.

Below the line (BTL) promotion

Promotion methods that do not use paid-for mass media, including free samples and discount vouchers.

Customer loyalty schemes

Reward systems designed to entice customers to make repurchases through discounts or free gifts.

Impulse buying

Unplanned or unintentional purchases driven by attractive point-of-sale promotions.