4.5 Promotion

4.5 promotion

Open Ended

Objectives:

Promotional mix

Above the line promotion

below the line promotion

Open Ended

Did you know Ocotober 6, Instagram turns 10 years old?

How has social media changed how companies promote? (50 words min.)

Above-the-line Promotion

• Above the line (ATL) promotion refers to paid-for marketing communications through the use of independent mass media. Examples include the use of advertisements on television, radio, cinemas, billboards, magazines and national newspapers. Hence, control and responsibility of ATL promotion is passed to another organization (such as commercial radio stations or magazine publishers).

  
  

Above the line

The main advantage of using ATL promotion is the potential to reach a very large audience of potential customers. However, ATL promotion is very expensive and is largely untargeted (so many adverts are irrelevant to viewers).

Examples: Cinema, magazines, Newspaper, outdoor advert, radio, TV

Below-the-line Promotion

Below the line (BTL) promotion refers to marketing activities which the organization has direct control over. It is aimed directly at a targeted audience instead of a general audience (as is the case for ATL promotional strategies). Unlike ATL strategies, BTL promotional strategies do not use the mass media.

Examples: direct mail, Sponsorship, Point of sale, loyalty programs, sales promos, celebrity endorsements,  trade fairs, PR (Publicity events,Speeches to targeted groups and professional organizations (such as seminars and receptions),Talk show appearances (radio or TV),Books and other writings,Direct communication (such as Newsletters or email),Blogs,Social media, such as Twitter, Instagram, LinkedIn and Facebook,Working with the Press / news media 

Poll

Do Loyalty cards/programs/memberships work? Are you more loyal to the company?

• YES

• NO

Poll

Do celebrity endorsements change your purchasing habits?

• YES

• NO

Promotional Objectives

• Persuasion – Creating customer interest, and encouraging demand for the product

• Information – Generating brand awareness and providing customers with product information

• Differentiation – Differentiating the product from rival products

• Devotion – Creating brand loyalty and developing the brand name.

Factors to influence your promo strategies

• Cost/budget

• The profile of the target audience in terms of age, income levels, and interests

• The type of product and the message to be communicated

• 
  

Open Ended

What promotional mix strategy does your compnay for the IA use? (above the line, below the line) explain your answer with examples. (100 word min)

Changing technology in Promotions

Guerilla marketing and Viral marketing

Open Ended

What do you know about viral marketing and guerilla marketing?

Viral marketing

Viral marketing occurs when an advertising message is self-replicated like a virus.

Viral marketing is the spread of information about a business, its brands and its goods and services from one Internet user to others. It is a form of peer-to-peer communication between individuals connected on social media and social networks. Viral marketing relies on online content and media such as blogs, microblogs, infographics, emails, video hosting websites and online discussion forums.

Viral marketing can be a cost-effective method to create positive word of mouth marketing about a business, its brand and its products

Guerilla Marketing

Guerrilla marketing was a term made popular by Jay Conrad Levinson (1984). It is about using unconventional but innovative marketing strategies that make a major impact on the market, but at a fraction of cost of traditional promotional methods such as above-the-line strategies. Guerrilla marketing techniques are highly effective in surprising potential customers and capturing their attention. It is therefore suitable for organizations with very limited marketing budgets.

Why use Guerilla Marketing

• very cost effective. The best guerrilla marketing tactics are simple, flexible, inexpensive and can target specific market segments.

• can be highly effective in making customers aware of a firm’s products. 

• can lead to viral marketing through word of mouth and social media marketing.

• Guerrilla tactics helps a business to better understand the needs of its customers by coming up with creative ways to communicate its products. 

Open Ended

How could your company from the IA use guerilla marketing? (50 words min)