IB Business Management SL - 4.5. Promotion
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4 Terms
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Promotion
The attempt to draw attention to a product in order to gain or retain customers
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Above-the-line promotion
The business pays for advertising.
Types: TV, newspaper, radio, billboard, Internet.
Types: TV, newspaper, radio, billboard, Internet.
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Below-the-line promotion
Any promotion that is not advertising.
Types: merchandising, direct selling, direct mailing, public relations, sales promotion, trades.
Types: merchandising, direct selling, direct mailing, public relations, sales promotion, trades.
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Promotion objectives
Inform, persuade, remind