Promotion - a collection of techniques used to inform and persuade potential customers to buy a product or service.
Publicity - any form of free promotion for the business. This could be positive and negative.
Purpose of promotion :
Above the line Promotion - when a business uses media that it has no direct control over. Examples of this are below.
Television - The visual aspect of this advert makes it more likely to be remembered by a viewer, therefore they are more expensive than the other types of advertising.
Radio - Local businesses can benefit from advertising on their local radio station to spread awareness within the community they are based in.
Newspapers - Like radios they are effective in targeting an advert into a certain region where the newspaper is popular.
Sponsorship - Businesses give money to sports teams or athletes in exchange for them promoting their brand. This is an effective way to increase product/brand awareness.
Below the line Promotion - this is when a business uses types of media where they are directly in control.
Sales promotion - this is an incentive given to buy at wherever the customer is purchasing the product. Examples of this are; Buy one get on free, loyalty points , Buy 3 pay for 2
Packaging - the right packaging can make a potential customer see a business product if it stands out to them.
Drip Marketing - this is a strategy of releasing information to the consumer bit by bit. Usually email or social media is used. This strategy can be used to create hype before a product launch.
Trade fairs - places where businesses can directly interact with potential customers and have their product line on show.
Personal Selling - this occurs when there is a direct link between the salesperson and the customer. Telesales are included in this category.
Social Media and Internet Promotion - many businesses choose to advertise on the internet as it is a low cost alternative to the other promotion methods, it also has the potential to reach a lot more consumers.
Direct Mail - referred to as �junk mail� this is when a business sends out adverts through the post.