4.5.3 Promotion

Above the line promotion (ATL)

Form of promotion that refers to any form of paid-for promotional technique through independent consumer media.

Advertising

A form of visual and/or audio marketing communication used to inform and persuade people to buy a certain good or service.

Below the line promotion (BTL)

Form of promotion that refers to all forms of advertising or promotion that do not use external media agents.

Customer loyalty schemes

Reward systems used to encourage customers to make repurchases, such as price discounts or free gifts for members.

Direct mail

The use of postal correspondence for promotional purposes.

Direct marketing

Refers to a business communicating information about its products straight to customers.

Impulse buying

Refers to the unplanned or unintentional purchases of customers due to them being attractive by promotional campaigns (sales promotions).

Informative promotion

Describes one of the purposes of promotion in the marketing mix, which is used to notify or tell customers about a firm’s products.

Merchandise

Refers to a retailer’s range of goods that are available for sale, often used for promotional purposes, e.g., Disney toys sold at their theme parks.

Personal selling

The use of sales personnel to sell goods and services with customers on a face-to-face basis.

Persuasive promotion

Describes one of the purposes of promotion in the marketing mix, which is used to encourage or convince customers to make a purchase and to improve customer loyalty.

Point of sale (POS)

The promotion of products in retail outlets where customers can buy the goods.

Promotion

The various marketing processes used to inform customers about a product and persuading them to purchase the product.

Promotional mix

The range of above and below the line methods used to promote a product as part of a larger marketing mix.

Public relations

The management function overseeing public attitudes and opinions of an organization to gain public understanding and support.

Sales promotion

A short-term promotional tactic used to entice customers to buy a certain product.

Social media marketing (SMM)

The use of online content that users can upload and share to a website using a suitable medium platform, e.g., Facebook, Google. Instagram, Twitter, and YouTube.

Social networking

This refers to the use of Internet-based websites, platforms and apps to share online content by building online communities.

Sponsorship

A promotional strategy that involves a business providing financial support to another organization or event in return for marketing exposure.

Telemarketing

A direct promotional marketing strategy that involves salespeople using the telephone to call existing and potential customers about a firm’s latest product offerings.

Through the line (TTL) promotion

TTL refers to the promotional strategies that involve both above the line (ATL) and below the line (BTL) promotional methods. It enables customers to engage with the product and/or brand in different ways.

Trade shows

Also known as trade fairs, these are promotional events where firms exhibit and sell their goods and services to potential customers in attendance.