promotion

Question 1

Promotion

Answer 1

Promotion is the attempt, through various forms of media, to draw attention to a product and thereby gain and retain customers.

Question 2

Above-the-line

Answer 2

Above-the-line promotion is through
independent, mass media, which is indirect and allows a
business to reach a wide/large audience.

Question 3

Above-the-line

Answer 3

• (Regional) television
• (Local) newspapers
• (Local) radio
• (Local) magazines
• Billboards
• Cinema
• Website / Internet

Question 4

Below-the-line

Answer 4

Below-the-line promotion offers a wide range of alternative promotional strategies. These are often used to support above-the-line promotion. Below-the-line promotion targets consumers directly.

Question 5

Below-the-line

Answer 5

• Direct mailing
• Point of sale
• Merchandising/shop window
• Exhibitions and trade fairs
• Flyers
• Personal selling
• Packaging
• Public relations (PR)
• Sales promotion.

Question 6

Factors Impacting strategies

Answer 6

*Product differentiation
* The marketing budget available
* The stage in the product life cycle
* Cultural sensitivity
* The target market
* Competitor actions