4.5 Marketing Promtion Flashcards
Define ‘promotion’
marketing strategies used to communicate a product’s benefit + persuade costumers to buy it
Includes methods like advertising, sales promotions and public relations.
What are the 3 types of promotion?
Above the Line (ATL) Promotion
Below the Line (BTL) Promotion
Through the Line (TTL) Promotion
Define Above The Line (ATL) promotion:
Use of mass media channels to communicate a brand message w/ a wide audience. Aimed at building brand awareness + strong brand image. (Paid external media)
State the characteristics of ATL:
mass reach
Non-targeted
High cost
Brand building
What are common channels of Above the Line promotion:
Television
Radio
Newspapers / Magazines
Billboards
State 3 types of ATL Promotion (not channels):
- Informative Advertising - provides factual information about a product (eg. pharmaceutical ads)
- Persuasive Advertising - influences costumer attitudes, making a product seem superior (eg, luxury brands using celebrities)
- Reassuring Advertising - reminds costumers made the right choice, reinforcing loyalty (eg, Coca-Cola)
Define Below the Line promotion (BTL)
Direct, targeted marketing activities (eg, direct mil / in-store promotions) to communicate w/ a specific audience + generate and immediate + measurable response, rather than using mass media channels.
(Business has direct control, with little dependence on external media)
Define direct marketing stating examples
A form of BTL promotion where businesses communicate directly with individual customers using methods such as emails, texts, social media, or physical mail to generate a response or sale.
Evaluate direct marketing
✅ targeted and personalised
✅ measurable results
❌ can be seen as intrusive (spam)
❌ can be costly if costumer data isn’t available
Define sales promotions giving examples
Type of BTL promtion
Short-term incentives used to boost sales or encourage trial of a product, often by offering added value or price reductions.
Free samples
Buy one get one free (BOGOF)
Discount coupons
Loyalty cards
Price promotions (temporary reductions in price)
Evaluate sales promotions
✅ quickly increases sales
✅ clears old stock
✅ encourages impulse purchases
❌ can reduce profits
❌ may attract only deal-seeking costumers
❌ can lower sales of full-priced items
Define personal selling
Type of BTL Promotional technique involving direct, face-to-face communication between a sales representative and a customer to persuade them to make a purchase.
Evaluate personal selling
✅ builds strong customer relationship
✅ provides personalised advice
❌ expensive —> requires training + salaries
❌ hard to scale to large audiences
Define Public Relations
A BTL promotion method used to build a positive public image through unpaid activities like sponsorships, events, and media coverage, helping to boost reputation and trust.
Evaluate public relations BTL promotion
✅ improves brand credibility
✅ cost-effective compared to advertising
✅ can gain widespread media coverage
❌ hard to measure impact
❌ requires expertise
Compare BTL Promotion and ATL promotion
Target Audience:
-BTL: specific groups or individuals
-ATL: mass audience
Channels Used:
-BTL: emails, social media, direct email, in-store promotions
-ATL: TV, radio, newspaper, billboards
Interaction Level:
-BTL: high - direct engagement w/ costumers
-ATL: low - one-way communication
Cost:
-BTL: generally lower
-ATL: high (especially TV & print ads)
Measurability:
-BTL: easy to track results (clicks)
-ATL: harder to measure impact
Define through the line promotion
A combined promotional strategy using both ATL and BTL methods to reach wide audiences and also directly engage with customers
Evaluate through the line promotion
✅ maximises customer engagement
✅ strengthens brand recognition w/ a multi-channel approach
❌ requires marketing expertise
❌ can be expensive to coordinate
Define social media promotion
The use of social platforms (e.g. Instagram) to interact with customers, promote products, and build brand communities.
Evaluate social media promotion
✅ reaches a vast audience
✅ allows for targeted marketing
✅ enables businesses to create shareable content
✅ cheap + quick to set up
❌ requires consistent effort to create quality content
❌ negative costumer feedback is publicly visible
❌ changing platform algorithms can reduce content visibility
