The Importance of Promotion
- Promotion plays a crucial role in generating customer awareness, interest and desire for a product
- It communicates a businesses value proposition to potential customers and helps to differentiate the product or business from competitors
- Promotion also helps to build brand awareness and loyalty which can lead to repeat purchases and referrals
Diagram: The main Aims of Promotion
Promotion aims to support sales of new and existing products, inform customers and improve brand and business image
- Above-the-line promotion refers to advertising aimed at reaching a wide audience through traditional mass media channels
- Advertising may use media such as television, radio, newspapers, magazines and outdoor sites such as billboards
- Advertising may use media such as television, radio, newspapers, magazines and outdoor sites such as billboards
- Below-the-line promotion includes marketing communications over which a business has direct control and which do not make use of mass media
- These channels include direct marketing, sales promotions, personal selling and public relations (PR)
Exam Tip
Revise these key terms because, in the exam, you could be asked to define above-the-line or below-the-line promotion. Examiners report that students rarely provide clear definitions for these.
