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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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
All forms of promotion affect a business in different ways. Businesses must always consider:
The combination of promotional activities is know as the promotional mix.
Distribution Channels – how customers gain access to their product.