4.5c.

The Four Ps – Promotions

● Promotions
● Communicating to the market w/ the purpose of selling a specific product or brand
● Role is to inform, persuade, remind
● Successful promotional mixes uses AIDA Factors:
● Attention, Interest, Desire, Action
● Types of Promotions
● Above the line (ATL)
● Use of mass media for promotions
● Very wide reach, but also very expensive
● Also called “pull promotions”
● e.g. TV, radio, newspaper, magazine, outdoor, cinema, etc.
● Below the line (BTL)
● Use of non-mass media promotional activities focused at target market
● Also called “push promotions”
● e.g. price deals, money-off coupons, direct Marketing/direct selling, sponsorship,
loyalty programs, word of mouth, buy-one-get-one-free offers
● Promotional mix
● Promotional mix is the combination of promotional techniques that communicate
benefits from a product
● Elements
● Advertising – information and persuasion
● Public relations – image building and goodwill
● Sales promotions – stimulate sales and activities
● Personal selling – sales forces and agents
● Guerilla marketing
● Use of unconventional, surprise, and memorable interactions in order to promote a
product
● Generally used by smaller businesses who have a smaller budget available for
promotions
● Uses smaller teams of promoters in a specific area, rather than through mass media
campaigns or involving the use of traditional forms of media
● Emphasizes on attracting media attention and creating a good or memorable
impression on the consumers
● Benefits
● Relatively low in cost and risk
● Helps engage in networking with not only customers, but even other potential
business partners as well, depending on how viral the campaign becomes
● Limitations
● Success depends highly on market research