PROMOTION

• What is above-the-line promotion?

  placing adverts using the media
• What is below-the-line promotion?

  any form of promotion that does not include the media
• What are examples of below-the-line promotion?

  • press releases
  • sale displays
  • merchandising
  • coupons
  • direct mailing
• What is merchandising?

  the way in which goods are arranged and placed in stores
• What are coupons?

  printed pieces of paper given to the buyer by the seller, allowing customers to pay for the product for less than usual the next time they buy it
• What is direct mail?

  advertisements sent to people in the post, often chosen because they could be interested in the product
• What is advertising?

  communication between a business and its customers where messages are placed to encourage the purchase of a product
• Why promote?

  • to improve/develop the image of the business
  • to tell consumers about a new product
  • to remind customers about an existing product
  • to reach a wide target audience
  • to reassure customers about products
  • to show customers that rivals products are not as good
• What are the advantages of advertising on the television?

  • will reach huge audiences
  • can demonstrate the use of products
  • creative adverts have a great impact
• What are the disadvantages of advertising on television?

  • very expensive
  • the message may be short lived
  • some viewers avoid adverts
• What are the advantages of advertising using newspapers and magazines?

  • reaches people both nationally and locally
  • reader can refer back
  • can be linked to articles and features
• What are the disadvantages of advertising using newspapers and magazines?

  • no movement or sound
  • individual adverts may be lost in all other adverts
  • rivals may also advertise their products there
• What are the advantages of advertising in the cinema?

  • big screen = big impact
  • can be used locally and nationally
  • can target specific age groups
  • sound and movement
• What are the disadvantages of advertising in the cinema?

  • limited audience
  • message would only be seen once
  • message is short lived
• What is public relations?

  an attempt by a business to communicate with interested parties
• What is the main purpose of public relations?

  to increase sales by improving the image of the business and reinforcing an established brand
• What approaches might a business use to attract publicity?

  • press release
  • press conference
  • sponsorship
  • donations
• What are some of the common technological methods a business uses when marketing products?

  • online targeted advertising
  • viral advertising
  • social media
  • e-newsletters
• What is viral advertising?


  a direct marketing technique in which a company persuades internet users to forward its publicity material in emails or via social media
• What is exposure?

  advertising and publicity that is used to sell a product or service
• What does branding involve?

  giving a product a name, sign, symbol, design ...
• Why is branding used?

  • to differentiate the product
  • to create customer loyalty
  • to develop an image
  • to raise prices when the brand image becomes strong
• What is product positioning?

  the way that people think about a product in comparison to a company's other products and competing products or the way a company would like them to think about it
• What is subscription pricing?

  the amount of money you pay regularly to receive a newspaper, magazine, or broadcasting or telephone service