4.5 The 7'Ps of marketing - promotion

What are important factors when promoting?

To inform people of the product, to persuade people to buy it, and to remind them of the product when they have forgotten about it

What are the three methods of promotion?

Above the line

Through the line

Below the line

What is out-of-the-pipeline sales promotion?

These are specific promotions aimed at customers. Examples include:

• Free samples

• free “extras”

• buy one get one free

• demonstrations which show what the product can do

• discounts

• loyalty cards (collect points)

What is above the line promtion?

It is a promotion method through mass media sources, which targets a large audience. These are:

Radio

Newspapers

TV

Billboards

Magazines

Cinema

What are advantages and disadvantages of radio promotion?

Advantages: can reach a large audience while being cheaper than TV

Disadvantages: is not visual so audio messages are less engaging

What are advantages and disadvantages of newspaper and magazine promotion?

Advantages: specific newspapers/magazines can target specific audience. Sense of credibility. Magazines have a long shelf life

Disadavantages: newspapers have a short self life, there is a new newspaper for every day. It takes long for magazines to be publicated. Not many people read newspapers anymore

What are advantages and disadvantages of TV promotion?

Advantages: advertisements can be targeted to specific audience through specific channels

Disadvantages: very costly and a short play time

What are advantages and disadvantages of billboards promotion?

Advantages: bright and eye-catching, high level of exposure when placed in a busy spot

Disadvantages: if there is a lot of competition, so more than one billboard, it might get lost in the clutter. It is prone to damage, such as bad weather or vandalism

What is below the line promotion?

Promotion business activities at a target audience, with control over who sees it. These are:

• direct marketing (product sold straight to customer, such as telemarketing)

• personal selling (consumers are directly persuaded, such as door-to-door)

• sales promotions (temporary ways to boost sales, such as free samples)

• public relations (building relationships with the public to make a positive brand image, such as book signings or using celebrities)

What is through-the-line promotion?

The use of both Above-the-line and below-the-line promotion