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4P: Promotion (Below the line - activities besides advertising (personal…
4P: Promotion
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Above the line
ADVERTISING
definition of advertising: communicating with customers through paid media
Process of commercial promotion of goods and services in order to increase its sales =- inform customers abiut availibility of certain services/products + encourage them to buy it
types of advertising
persuasive advertising: message communicated focuses on persuading the customers to buy the product through celebrity endorsements, or use of glamour.
informative advertising
message communicated includes information about size, quantity, ingredients, composition, configuration or content of the product.
e.g phones, technological products
influence people to buy products buy showing the superiority of the product in terms of quantity or quality
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involves above the line and below the line activities to communicate with their potential and existing customers and improve sales.