Promotion Basics
Communication between businesses and customers
What is promotion?
The combination of different methods a business uses to communicate with customers and promote its products or services.
What is the promotional mix?
When a business promotes its product by pushing it through the distribution channel
What is a push strategy?
Mass media communication aimed at a wide audience to create brand awareness and reach as many people as possible
What is above the line promotion?
When a business ensures that all its promotional activities are coordinated and consistent, delivering one clear message across all channels.
What is Integrated Marketing Communications (IMC)?
Inform, persuade, remind, build brand
What are the purposes of promotion?
Advertising, sales promotion, PR, personal selling, direct marketing
What are some elements of the promotional mix?
When a business promotes its product directly to consumers to create demand
What is a pull strategy?
Promotion is targeted marketing communication directed at specific groups of consumers rather than a mass audience
What is below the line?
Mixed or confusing messages, weak brand identity and customers may not trust the brand
What happens without IMC?
Creates demand and differentiates products
Why is promotion important?
Sales promotion
Which is a short-term incentives to boost sales?
Trade discounts, bulk buying deals and free samples for retailers
What are common push strategy methods?
Establishes credibility when seen on trusted channels
What is an advantage of ATL promotion?
Requires careful planning and management
What is a disadvantage of IMC?
Builds brand image and positioning
How does promotion help a business?
Personal Selling
Which element of the promotional mix is used to persuade and build relationships?
Sales may stop if retailers stop promoting
What is a disadvantage of a push strategy?
Requires data and marketing expertise
What is a disadvantage of BTL promotion?
•Creates customer trust and credibility and ensures clear communication
What is an advantage of IMC?
If customers are unaware or the product, there will be no demand
Why do products fail without promotion?
To reach different audiences
Why do businesses combine the elements of the promotional mix?
Encourages long-term demand and reduces reliance on retailers.
What are advantages of a pull strategy?
Email marketing campaigns, discounts, coupons, and special offers and in-store promotions and displays
What are common BTL methods?
To ensure that all promotional activities deliver a unified message to customers.
What is the main purpose of IMC?