Promotion

The marketing mix
Promotion is just one part of the marketing mix, which
is also known as the 4Ps:
Product
Price
Place
Promotion

Promotion
The aims of promotion is to:
Raise awareness
Encourage sales
Create or change a brand image
Maintain market share

Types of promotion
Above-the-line promotion
This uses advertising media over which a firm has no
direct control e.g. television, radio and newspapers.
Below-the-line promotion
This uses promotional media which the firm can
control e.g. direct mail, sales promotions and
sponsorship.

Promotional activities
Advertising e.g. TV, billboards and internet
Sales promotions e.g. loyalty cards, BOGOF, discounts & free gifts
Sponsorship – a business pays to be associated with another organisation, event or cause
Direct mailing – promotional material is sent to potential customers by post/email
Public relations – building the relationship between the organisation and the public by enhancing its reputation

Promotional mix
Most businesses use a combination of different
promotional activities.
The chosen promotional mix will depend on:
Cost
Target market
Product
Competitors