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4.5 Promotion - Coggle Diagram
4.5 Promotion
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
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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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Promotional mix
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• Promotional mix is the combination of promotional techniques that communicate benefits from a product
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Above the line promotion
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• Very wide reach, but also very expensive
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• e.g. TV, radio, newspaper, magazine, outdoor, cinema, etc.
Promotions
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• Role is to inform, persuade, remind
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• Attention, Interest, Desire, Action
Below the line promotion
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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