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4P's (Product : The end result of the production process sold on the
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4P's
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Promotion
Channel of distribution: the chain of intermediaries a product passes through from producer to final consumer
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Promotion
The use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade consumers to buy.
Promotion Types
Above-the-line promotion
:green_cross:Purchasing communication with the consumer – AKA – advertising
:green_cross: Communicating information about a product or business through the media such as radio, TV, newspapers, magazines, or billboards.
Below-the-line Promotion
:warning:Short-term incentives to encourage consumers to purchase the product
:warning: Sales promotions are used to generate short-term gains in sales.
Example
Advertising – TV ads, print ads, billboards
Sales promotion – sales, coupons, loyalty programs
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Sponsorship – NASCAR, tennis players, golfers, TV shows paid to
Promotional Mix
The combination of promotional techniques that are used to communicate the benefits of the product to the consumer
Viral Marketing
The use of social media sites or text messages to increase brand awareness or sell products.
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