Chapter 29 (Promotion) Flashcards
Above the line (ATL)
Paid promotion through mass media (not targetted)
Advertising
Informative or persuasive method to persuade people to buy a product
Advertising clutter
When the public is bombarded with ads
Below the line (BTL)
Promotion that is not paid for to an agency and is targeted
Customer loyalty schemes
Reward systems to encourage the purchasing of products
Direct mail
Sending mail to specific customers
Direct marketing
Promoting straight to a customer without intermediaries (BTL)
Impulse buying
Unplanned purchases
Informative promotion
Alerting the market (purpose of promotion)
Packaging
A way of presenting a product (BTL)
Personal selling
Sales representatives directly interacting with customers (BTL)
Persuasive promotion
Convincing the market (purpose of promotion)
Point of sale
Promotion in the actual stores (BTL)
Promotion
Component of marketing (to remind, attract, persuade, inform and develop)
Public relations
Protecting the image of a business to gain support from customers (BTL)
Sales promotion
Short-term incentives to boost sales (BTL)
Social media marketing (SMM)
Promotion through Internet platforms
Social networking
Building relationships between people online
Sponsorship
Funding an event for publicity (BTL)
Telemarketing
A form of direct marketing through making phone calls
Through the line (TTL)
Both ATL and BTL
Trade shows
An event to showcase products to potential customers (BTL)
Word-of-mouth
Spreading of information about a product through verbal communication (BTL)
