4.Sc The 7 Ps of the marketing mix - Promotion

Above the line (ATL) promotion

is any form of paid-for promotion through the mass media (such as television and radio) to reach a broad audience.

Advertising

is a method of informative and/or persuasive promotion that is usually paid for. The aim of commercial advertising is to raise the level of demand for a firm's products.

Advertising clutter

refers to the huge volume of advertisements that the public is bombarded with.

Below the line (BTL) promotion

does not use paid-for mass media sources. Examples include the use of free samples (e.g. toiletries, food and drinks), discount vouchers (to entice customers to buy the product) and added-value promotions (e.g. special introductory deals).

Customer loyalty schemes

are reward systems used to encourage customers to make repurchases, such as the use of price discounts or free gifts for members.

Direct mail

is the use of postal correspondence for promoting an organization's goods and/or services.

Direct marketing

refers to promotional activities that aim to sell a product straight to a customer rather than using an intermediary.

Impulse buying

refers to unplanned or unintentional purchases due to the lure of eye-catching point of sales promotions.

Informative promotion

aims to alert the market about a firm's products, especially new or updated goods and services.

Packaging

is the art of presenting products in an advantageous way in order to improve sales.

Personal selling

refers to promotional techniques that rely on sales representatives directly helping and persuading customers to buy, usually on a face-to-face basis.

Persuasive promotion

aims to convince or encourage customers to make a purchase, to switch from rival products, and to enhance brand loyalty.

Point of sale

is the promotion of goods in retail stores at the place where customers can purchase the goods, such as promotional displays at supermarket counters.

Promotion

is a component of the marketing mix. It refers to the methods used to inform, persuade, and/or remind people about a firm's products and brands.

Public relations

refers to marketing activities aimed at establishing and protecting the desired image of an organization. It is about getting positive media coverage, usually without directly paying for it.

Reminder promotion

refers to techniques used to retain customer awareness of, and interest, in an established product.

Sales promotions

are short-term incentives designed to stimulate interest in a product, such as the use of discount coupons, and prize draws.

Social media marketing (SMM)

refers to the marketing practice of gaining Internet traffic through social media platform such as Facebook, Twitter, YouTube and Google.

Social networking

refers to any online platform used to build social relationships between people, often because they share things in common. These are ideal sources for social media marketing.

Sponsorship

is a promotional technique that involves funding, supporting or donating resources for an event or business venture in return for prominent publicity.

Telemarketing

is a form of direct marketing that involves marketers making telephone calls to existing and potential customers as a form of promotional strategy.

Through the line (TTL) promotion

refers to promotional strategies that involve both above and below the line methods, enabling customers to engage with the product or brand in multiple ways.

Trade shows

are promotional events where firms exhibit and showcase their products for sale to potential customers.

Word-of-mouth (WOM) promotion

refers to the spreading of promotional information from one person to another through verbal communications.