4.5.3|Promotion

Question 1

objectives of promotion

Answer 1

persuasion (encourage demand)
information (generate brand awareness)
differentiation (differentiate product from rival product)
devotion (brand loyalty)

Question 2

above the line promotion

Answer 2

paid for matketing through independent mass media

example:
television
radia
cinema
newspaper
magazine
celebrity endorsements
outdoor advertising

Question 3

below the line promotion

Answer 3

firm has direct control
aimed at targeted audience

example:
direct mail
PR
sponsorship deals
email
merchandising
exhibition

Question 4

Through the line promotion

Answer 4

both ATL and BTL

example:
digital marketing
360 degree marketing (Tv, radio etc. sekali)

advantages:
International reach
brand awareness

Question 5

social media marketing

Answer 5

the use of digital media platforms

example:
celebrities on social media

advantages:
one to many method of online communication