Promotion

• Promotion


  Lets people know that a product exists and tries to encourage them to buy it
• Above the line promotion

  • Mass media promotion
• Below the line promotion


  promotions focuses on focused groups of people
• Above-the-line promotion

  • Social media
  • E-mail
  • Internet websites
  • celebrity endorsements
• Below-the-line promotion

  • Special offers or sales promotions - might include discounts on buying a product, free samples or a free gift
  • Public relations - attempts to improve the relationship and communication between the general public and organisations
• Types of Public Relations

  • Press releases - written statement to the press
  • Sponsorships - The organisation may sponsor events where there is likely to be a lot of public attention
  • Charity donations - Organisations may donate sums of money to charities in the hope of not only helping a good cause but also being seen as socially responsible.
• Into the pipeline

  • manufactures encouraging retailers to stock their products
• Into the pipeline promotions

  • Staff training
  • Sales or returns
  • Dealer Loaders
  • Point of sale materials
• Out of the pipeline

  • Retailers encourage customers to buy from them
• Out-of-the-pipeline promotions

  • Vouchers
  • Loyalty schemes
  • Free samples
  • Special offers