Marketing Promotion Essay

679 words - 3 pages

Marketing Promotion
Promotion is one of the four elements of marketing mix (product, price, promotion, distribution). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.[

Above the line (ATL), Below the line (BTL), and Through the Line (TTL), in organizational business and marketing communications, are advertising techniques. In a nutshell, while ATL promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also d ...view middle of the document...

To maximize sales, companies will pay a premium for wide exposure through the mass media.

Personal Selling : Personal selling occurs where an individual salesperson sells a product, service or solution to a client. Salespeople match the benefits of their offering to the specific needs of a client. Today, personal selling involves the development of longstanding client relationships.

Public Relation : Public relations provide a service for the company by helping to give the public and the media a better understanding of how the company works.

Direct Relation : A relationship between two numbers or other variables where an increase or decrease in one variable causes the same change to occur in the second variable.

Sales Promotion : Sales promotion - Sales promotions are short-term incentives to encourage the purchase or sale of a product or service.

Rapid Growth of Sales Promotion
Rapid growth in the industry has been achieved because: Sales promotion can take the form of consumer promotions, business promotions, trade promotions or sales force promotions.  Product managers are facing more pressure to increase their current sales,  Companies face more competition,  Advertising efficiency has declined,  Consumers have become more deal oriented

Sales Promotion...

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