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4 P'S - PROMOTION (GUERILLA MARKETING (BENEFITS (Relatively low in…
4 P'S - PROMOTION
PROMOTIONS
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Role is to inform, persuade, remind
Successful promotional mixes uses AIDA Factors: Attention, Interest, Desire, Action
TYPES OF PROMOTION
ABOVE THE LINE (ATL)
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Very wide reach, but also very expensive
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e.g. TV, radio, newspaper, magazine, outdoor, cinema, etc.
BELOW THE LINE(BTL)
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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
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GUERILLA MARKETING
Use of unconventional, surprise, and memorable interactions in order to promote a product
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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
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Helps engage in networking with not only customers, but even other potential business partners as well, depending on how viral the campaign becomes
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