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Promotion and Place

Promotion and Place. Revision of Elasticity. Promotion. Promotion is divided in two categories Above the line advertising Below the line advertising. Above the line advertising.

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Promotion and Place

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  1. Promotion and Place

  2. Revision of Elasticity

  3. Promotion • Promotion is divided in two categories • Above the line advertising • Below the line advertising

  4. Above the line advertising Above The Line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers.  1. Persuasive advertising 2. Informative advertising

  5. Below the line advertising • Price promotion • Direct marketing and direct sales • Loyalty cards and discounts • Point of sale displays • Public relations (PR)

  6. Write some advantages and disadvantages of each • Above the line advertising • Below the line advertising

  7. Promotional Mix All forms of promotion affect a business in different ways. Businesses must always consider: • Who is the product aimed at? • How much will it cost? • How effective will the promotion be? The combination of promotional activities is know as the promotional mix.

  8. Place Distribution Channels – how customers gain access to their product.

  9. Distribution Channels

  10. Question • Choose three industries and state which distribution methods would be the best and why.

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