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4.5c. The Four Ps – Promotions

  • Promotions
    • Communicating to the market w/ the purpose of selling a specific product or brand
    • Role is to inform, persuade, remind
    • Successful promotional mixes uses AIDA Factors:
      • Attention, Interest, Desire, Action
  • Types of Promotions
    • Above the line (ATL)
      • Use of mass media for promotions
      • Very wide reach, but also very expensive
      • Also called “pull promotions”
      • e.g. TV, radio, newspaper, magazine, outdoor, cinema, etc.
    • Below the line (BTL)
      • Use of non-mass media promotional activities focused at target market
      • Also called “push promotions”
      • e.g. price deals, money-off coupons, direct Marketing/direct selling, sponsorship, loyalty programs, word of mouth, buy-one-get-one-free offers
  • Promotional mix
    • Promotional mix is the combination of promotional techniques that communicate benefits from a product
    • Elements
      • Advertising – information and persuasion
      • Public relations – image building and goodwill
      • Sales promotions – stimulate sales and activities
      • Personal selling – sales forces and agents
  • Guerilla marketing
    • Use of unconventional, surprise, and memorable interactions in order to promote a product
    • Generally used by smaller businesses who have a smaller budget available for promotions
    • Uses smaller teams of promoters in a specific area, rather than through mass media campaigns or involving the use of traditional forms of media
    • Emphasizes on attracting media attention and creating a good or memorable impression on the consumers
    • Benefits
      • Relatively low in cost and risk
      • Helps engage in networking with not only customers, but even other potential business partners as well, depending on how viral the campaign becomes
    • Limitations
      • Success depends highly on market research