IB Business Management SL - 4.5. Promotion

Promotion

The attempt to draw attention to a product in order to gain or retain customers

Above-the-line promotion

The business pays for advertising.
Types: TV, newspaper, radio, billboard, Internet.

Below-the-line promotion

Any promotion that is not advertising.
Types: merchandising, direct selling, direct mailing, public relations, sales promotion, trades.

Promotion objectives

Inform, persuade, remind