Promotional methods Flashcards
(12 cards)
What is promotion in marketing?
The communication of information to customers to increase awareness, inform, persuade, and boost product sales.
What are the objectives of promotion?
Increase sales and revenue
Build brand awareness and image
Encourage customer loyalty
Provide information
Differentiate products
Target specific audiences
What are the two main types of promotion?
Above-the-Line (ATL): uses mass media like TV and newspapers
Below-the-Line (BTL): uses direct and targeted methods like email and sales promotions
What is above-the-line promotion?
Promotion via mass media channels (e.g., TV, radio, newspapers) aimed at a broad audience.
What are the advantages of ATL promotion?
Reaches a wide audience
Builds brand image and awareness
Good for national campaigns
What are the disadvantages of ATL promotion?
High cost
Hard to measure effectiveness
Less targeted messaging
What are examples of ATL methods?
Television, radio, newspapers, magazines, cinema ads, online banners, billboards
Q: What is below-the-line promotion?
A: Direct, more personal promotional methods aimed at specific customers or segments.
Q: What are the advantages of BTL promotion?
☑ More targeted and measurable
☑ Cost-effective
☑ Builds customer relationships
Q: What are the disadvantages of BTL promotion?
Limited audience reach
Can be time-consuming
Risk of being seen as intrusive
Q: What are examples of BTL methods?
Direct mail, email marketing, loyalty cards, personal selling, PR events, sponsorships, exhibitions
What factors influence the choice of promotional method?
Nature of the product
Target audience
Budget availability
Marketing objectives
Stage in the product life cycle
Legal/ethical issues
Competitor actions
