OBJECTIVES:

By the end of the lesson, students will learn about the promotion element of the
marketing mix and how above-the-line, below-the-line and digital marketing techniques
might be used to promote products in a range of business contexts.

G15. Explain the aims of promotion.

G16. Identify and describe di erent methods of above-the-line and below-the-line
promotion.
G17. Explain how a business might use digital marketing techniques to promote its
products

I. PROMOTION MIX

In business, just developing a product isn’t enough to achieve the marketing goals. This is
why the marketing mix includes an important element of the promotion mix.

Promotion mix is the set of all the promotional variables a business use to create,
maintain and increase the demand for its brands or o erings.

Iceberg Analogy:

Marketing encompasses everything beneath the iceberg, while promotion represents the
upper portion. The apex of the iceberg—Advertising—is what everyone sees and where
people's attention is captured.

The real power of the iceberg lies beneath its surface. You can have marketing without
promotion, but you can't have promotion without marketing.
ff
ff
ELEMENTS OF PROMOTION:

1. Advertising
Advertising is a paid promotion method where a sponsor calls for public attention through
paid announcements.

2. Public Relations
Public relations involves communicating to the target audience and getting their attention
using earned media channels like news, word of mouth, government announcements, etc.

3. Sales Promotion
Sales promotion is the offering’s promotion using attractive short-term incentives to
stimulate demand and increase sales.

4. Personal Selling
Personal selling is a personalised promotion that involves person-to-person interaction
between a brand representative and a prospective customer.

5. Direct Marketing
Direct marketing is a promotion strategy where the target customers are contacted directly
by the brand instead of having an indirect medium like a retailer or wholesaler.

II. THE MARKETING FUNNEL:

The marketing funnel, also known as the sales funnel, represents the journey that a
potential customer takes from the initial awareness of a product or service to making a
purchase decision. It typically consists of stages such as awareness, interest,
consideration, intent, and nally, the purchase. The funnel helps businesses understand
and map the customer's decision-making process.

A marketing funnel is a visual representation of the customer journey.

fi
 III. ABOVE THE LINE ANBD BELOW THE LINE MARKETING:

Above the Line Below the Line

Target It has a huge target audience, It is focused on targeting a

i.e., it does not necessarily smaller audience. It is more
target a particular group of niche-oriented; it targets only
people. It has a global a particular area or a
viewership. particular group of people.
Strategies ATL uses the following: It uses the following:
• Television • Text advertisements
• Radio channels • Sales promotions
• Internet • Discount coupons
• Outdoor media • Pamphlets and display
• Magazines units
• Newspapers • Door-to-door sale
• Billboards • Direct mail marketing
• Cash incentives
• Shop-front activities
• Exhibitions
Promotions It uses huge promotional Its promotional activities use
strategies. Advertisements are conventional methods rather
splashed across television than direct media. Products
channels, radio channels, and are promoted through sales
billboards. The product is offers and discounts. It
promoted in such a way that employs sales personnel
even someone who is not a outside stores. It uses print
part of the target audience, media on a small scale as well
may be aware of what the
product is.
Bene ts It is very bene cial for large- It is very easy to track due to
scale advertising. Its viral limited audience. It is
advertising brings about great comparatively inexpensive as
results. Its word-of-mouth well. Since it is customized as
technique helps reach a wider per the consumer needs, it
audience. attracts people faster. It forms
a more reliable part of the
advertising campaign.
Drawbacks Negative trending may One needs to have a very
damage the image of the deep knowledge regarding the
product. Since it does not local traditions, customer
target a particular audience, preferences, etc. Targeting
advertising takes a longer may get complicated at times.
time. Online response for Certain users may nd it
small ventures may attract dif cult to trust the business in
lesser traf c. case of negative experiences
earlier.
fi
fi
fi
fi
fi
 IV. THE EFFECTS OF DIGITAL MARKETING ON PROMOTIONAL MIX:

Advertisements: became more personalised as they now use data for targeting

Direct marketing: doesn’t always involve a human connection now. Customers are just
an SMS or WhatsApp text away. The same can be done using bots.

PR campaign: responses are faster now, and the business can plan and release
information through many more channels.

Personal selling: has found a new channel on social media platforms like LinkedIn.

Sales promotion: is now more dynamic and personalised. Di erent customers can now
get di erent o ers based on their behaviour, intent, and online activities.

V. CASE STUDY:

You want to start a company called Sweet Delight to make and sell desserts. However,
there are two competitors in the market: Cakedom and DailyTreat. Cakedom lls a niche
for unusual and luxurious desserts for people who want something extraordinary. Their
prices are high. DailyTreat is about tradition. It o ers traditional desserts made from local
ingredients. It targets people who want desserts they ate in their childhood. Their
products are good, but their menu is not large.

Applying the promotional mix (ABT/BTL), you need to decide a marketing strategy:
a) You will try to win in the market.
b) You will compete in one of the niches your competitors have already lled.
c) You will nd your own unique niche.

-Why is your decision the best one?

-What is your unique selling point going to be?
-What strategies will you use to win customers?

________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
ff
fi
ff
ff
ff
fi
fi