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Promotion - Coggle Diagram
Promotion
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Above-the-line promotion is the use of paid-for media such as TV, radio and the internet.
Online: It is highly targeted. Clicking on an advertisement can take a customer directly to the seller's webpage. /Some technical knowledge is needed. Some customer groups do not use the internet regularly.
Newspapers: Large amounts of information, such as addresses and prices, can be communicated. Customers can refer to the advertisement multiple times. Some segmentation by socio-economic group is available. /Impact reduced by lack of sound and movement
Television: The use of sound and video can enhance impact. There is potential for a global audience. /Expensive
Magazines: Readership is highly segmented. A single magazine could be read by multiple people within the same target market.
Radio: This is the only medium that reaches consumers while they are engaged in activities such as driving or housework. Local radio stations allow for geographic segmentation. /Lack visual images.
Outdoor: Reach can range from a national campaign down to a single billboard. Well-placed advertisements can be seen by thousands of people. /lack moving images
Guerrilla marketing
Guerrilla marketing is defined as achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.
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Definition: it is the attempt to draw attention to a product or organisation in order to gain new customers or to retail the existing ones. Effective promotion does not only increasing awareness of the products but can create image and product personality that consumers can identify with.