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Promotion and Place. Revision of Elasticity. Promotion. Promotion is divided in two categories Above the line advertising Below the line advertising. Above the line advertising.

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Promotion
Promotion

  • Promotion is divided in two categories

  • Above the line advertising

  • Below the line advertising


Above the line advertising
Above the line advertising

Above The Line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers. 

1. Persuasive advertising

2. Informative advertising


Below the line advertising
Below the line advertising

  • Price promotion

  • Direct marketing and direct sales

  • Loyalty cards and discounts

  • Point of sale displays

  • Public relations (PR)


Write some advantages and disadvantages of each
Write some advantages and disadvantages of each

  • Above the line advertising

  • Below the line advertising


Promotional mix
Promotional Mix

All forms of promotion affect a business in different ways. Businesses must always consider:

  • Who is the product aimed at?

  • How much will it cost?

  • How effective will the promotion be?

    The combination of promotional activities is know as the promotional mix.


Place
Place

Distribution Channels – how customers gain access to their product.



Question
Question

  • Choose three industries and state which distribution methods would be the best and why.


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