4.5 (3) Promotion- 7 Ps of MM

Promotion

The methods used to inform, persuade, remind people about a firm's products + brands

Objectives of promotional strategies

1. Inform

2. Persuade

3. Remind

Purpose of informing

• Alert market abt a firm’s products (esp new / updated)

• Incl facts / figures, eg price

Informative promotion

• Aims to alert market abt a firm’s products (esp new / updated)

• Incl facts / figures, eg price

Reminder promotion

Techniques used ot retain customer awareness + interest in an established product

Persuasive promotion

Encourages customers to:

• Make a purchase

• Switch from rival brand

• Enhance brand loyalty

Is promotion the same as advertising?

No

• (expand look at common mistake, 426)

3 types of promotion

1. Above the line promotion

2. Below the line promotion

3. Through the line promotion

Above the line promotion (ATL)

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

Below the line promotion (BTL)

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

• Can target individual market segments

Through the line promotion (TTL)

Promotional strategies that involve both ATL + BTL methods in an integrated marketing approaching

• Enables customers to engage w the product in multiple ways

Methods of ATL promotion

1. Television advertising

2. Radio advertising

3. Cinema

4. Newspapers

5. Magazines

6. Outdoor advertising

Is ATL or BTL cheaper?

BTL

Methods of BTL promotion

1. Direct marketing

2. Personal selling

3. Sales promotions

4. Point of sales promotion

5. Publicity + public relations

6. Trade shows

7. Sponsorships

8. Word-of-mouth marketing

9. Guerrilla marketing

10. Packaging

ATL vs BTL

ATL

• Targeted at mass market audiences

• Helps raise awareness of business / products / brand

• Harder to measure success

BTL

• Targeted at individuals

• Helps generate customer conversions to secure actual sales

• Easier to measure success