4.5 The four Ps (promotion)

Question 1

Above the line (ATL) promotion

Answer 1

Above the line (ATL) promotion is any form of paid-for promotion through the mass media (such as television and radio) to reach a wide audience.

Question 2

Advertising

Answer 2

Advertising is a method of informative and/or persuasive promotion that is usually paid for. The aim of commercial advertising isto raisethelevel ofdemandforafirm’s products.

Question 3

Advertising clutter

Answer 3

Advertisingclutterrefersto the hugevolumeofadvertisements that the public is bombarded with.

Question 4

Below the line (BTL) promotion

Answer 4

Below the line (BTL)promotion does not use paid-for mass mediasources, e.g. free samples (toiletries, food, drinks, etc), discountvouchers(to enticecustomersto buythe product) and added-valuepromotions (e.g. specialintroductory deals).

Question 5

Direct marketing

Answer 5

Direct marketing refers to promotional activities that aim to sell a product straight to a customer rather than by using an intermediary.

Question 6

Guerrilla marketing

Answer 6

Guerrilla marketing is a promotional strategy that aims to ambush or catch the attention of customers through unusual, innovative, unconventional and/or shocking techniques, on a relativelylow budget.

Question 7

Logos

Answer 7

Logos are a form of product differentiation that use a visual symbol to represent a business, its brands or its products, e.g. Nike’s Swoosh,Rolex’s golden crown, or the globe ofWikipedia

Question 8

Promotion

Answer 8

Promotion is a component of the marketing mix. It refers to the methods used to inform, persuade and/or remind people about a firm’sproducts or brands.

Question 9

Promotional mix

Answer 9

Promotional mix refers to the combination ofindividual ATL and BTL promotional methods used by a business, such as advertising, direct marketing, packaging and salespromotion.

Question 10

Public relations (PR)

Answer 10

Public relations (PR) refers to business activities aimed at establishing andprotecting thedesired image ofanorganization. PR is concerned with getting good media coverage, usually without directly paying for it.

Question 11

Publicity

Answer 11

Publicityistheprocess ofpromoting abusiness and itsproducts by gettingpositive mediaexposure without directly paying for it.

Question 12

Sales promotions

Answer 12

Sales promotions are short-term incentives designed to stimulate demand for a product, e.g. discount coupons, prize draws, price cuts and trade fairs.

Question 13

Social media

Answer 13

Socialmedia refers to themarketing practice ofgaining internet traffic through socialmediawebsites such asFacebook, Twitter, YouTube and Google.

Question 14

Social networking

Answer 14

Social networking refers to any platform used mainly by individuals to build social relationships between people, often because they are friends or share things in common. Social network services include Google+,Instagram and Facebook.

Question 15

Slogans

Answer 15

Slogans are catchphrasesdesigned to represent the essence of a business or its products using a memorable set of words.

Question 16

Sponsorship

Answer 16

Sponsorship is a promotional technique that involves funding, supporting or donating resources for an event or business venture in return for prominent publicity.

Question 17

Viral marketing

Answer 17

Viral marketing is a promotional strategy that combines online technologies with word of mouth (WOM) techniques. It is usually done through the internet via emails and social networks.

Question 18

Word of mouth (WOM)

Answer 18

Word ofmouth (WOM)is the spreadingof marketingmessages about a firm and the quality of its products or its customer service. It is perhaps the most cost-effective form of promotion.