4.5c Promotion

• An effective promotional mix should elicit AIDA responses: Attention, Interest, Desire and Action.
• Television is above the line promotion.
• Radio advertising is above the line promotion.
• Cinema advertising is above the line promotion.
• Newspaper advertising is above the line promotion.
• Magazine advertising is above the line promotion.
• Outdoor advertising is above the line promotion.
• Above the line promotion is any form of paid-for promotional method through independent mass media sources.
• Below the line promotion is using non-mass media promotional activities.
• Through the line promotion is using both below and above the line promotion in an integrated marketing approach.
• Cold calling is below the line promotion.
• Trade fairs are below the line promotion.