Promotion - 113

Question 1

Define promotion

Answer 1

the attempt, through various from media, to draw attention to a product and thereby gain and retain customers

Question 2

What is above-the-line promotion?

Answer 2

Above-the-line promotion is through independent, mass media, which is indirect and allows a
business to reach a wide/large audience.
-tv
-radio
-magazines
-billboards

Question 3

What is below-the-line promotion?

Answer 3

Below-the-line promotion offers a wide range of alternative promotional strategies. These are often used to support above-the-line promotion. Below the-line promotion targets consumers directly.
-Direct mailing
-packaging

Question 4

What affects the promotional strategy used?

Answer 4

-product differentiation
-Market budget available
-Stage in the product life cycle
-Target market
-Competitors actions