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    Promotion: Methods Used by A Business To Create Awareness, Attract Customers & Persuade Them To Buy Its Products

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    Promotion refers to methods used by businesses to create awareness of and interest in their products in order to encourage customers to purchase them. These methods include informing customers about products, encouraging purchases, and reminding customers about established products. Above-the-line promotion uses paid mass media like television, newspapers, and magazines, which helps build broad brand awareness but is expensive with difficult measurement of results. Below-the-line promotion uses non-mass media like branding, slogans, and direct marketing, allowing for direct control and measurement but with limited reach. An effective promotional mix considers attention, interest, desire, and action, as well as costs, products, life cycles, and legislation.

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    Promotion: Methods Used by A Business To Create Awareness, Attract Customers & Persuade Them To Buy Its Products

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    jjkjlj
    26 views1 page
    Promotion refers to methods used by businesses to create awareness of and interest in their products in order to encourage customers to purchase them. These methods include informing customers about products, encouraging purchases, and reminding customers about established products. Above-the-line promotion uses paid mass media like television, newspapers, and magazines, which helps build broad brand awareness but is expensive with difficult measurement of results. Below-the-line promotion uses non-mass media like branding, slogans, and direct marketing, allowing for direct control and measurement but with limited reach. An effective promotional mix considers attention, interest, desire, and action, as well as costs, products, life cycles, and legislation.

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    ib business note

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    4.5 Promotion

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    Promotion refers to methods used by businesses to create awareness of and interest in their products in order to encourage customers to purchase them. These methods include informing customers about products, encouraging purchases, and reminding customers about established products. Above-the-line promotion uses paid mass media like television, newspapers, and magazines, which helps build broad brand awareness but is expensive with difficult measurement of results. Below-the-line promotion uses non-mass media like branding, slogans, and direct marketing, allowing for direct control and measurement but with limited reach. An effective promotional mix considers attention, interest, desire, and action, as well as costs, products, life cycles, and legislation.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    26 views1 page

    Promotion: Methods Used by A Business To Create Awareness, Attract Customers & Persuade Them To Buy Its Products

    Uploaded by

    jjkjlj
    Promotion refers to methods used by businesses to create awareness of and interest in their products in order to encourage customers to purchase them. These methods include informing customers about products, encouraging purchases, and reminding customers about established products. Above-the-line promotion uses paid mass media like television, newspapers, and magazines, which helps build broad brand awareness but is expensive with difficult measurement of results. Below-the-line promotion uses non-mass media like branding, slogans, and direct marketing, allowing for direct control and measurement but with limited reach. An effective promotional mix considers attention, interest, desire, and action, as well as costs, products, life cycles, and legislation.

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    Promotion: Methods used by a business to create awareness, attract customers & persuade them to buy its

    products.

    Strategy:1. Inform: Provide facts about the product to influence purchasing decision
    2. Purchase: Encourage customers to buy their product.
    3. Remind: Retain customer awareness/interest in an established product.

    Above-the-line promotion
    : Paid form of communication where business use  Helps to build brand awareness & preference.
    mass media to promote business, brand, product. AD  Reaches many customers. (mass market
    -Television advertising -Cinema audience)
    -Newspaper advertising -Magazines  Expensive & additional cost.
    -Outdoor advertising Dis  Relativity difficult to measure.
     Lacks flexibility.

    Below-the-line promotion
    : Use of non-mass media promotional activities, AD  Cheap
    allowing the business to have direct control.  Aim to secure(안심하는) actual sales
    -Branding -Word-of-mouth-promotion  Marketers can directly measure the response rate
    -Slogans -Direct marketing Dis  Difficult to reach mass market audience
    -Logos -Direct mail -Publicity  Difficult to build brand awareness/ get an
    -Packaging -Point of sales promotion attention of customers.

    Promotional mix : How effectively of ATL & BTL methods used to market a product
     Consider what could be the focus
    -Attention -Interest -Desire(욕구) -Action
     Consider of marketing mix
    -Cost -Product -Product life cycle -Legislation(법)

    Social Media Marketing


    : Marketing that contains creating and sharing content on social media networks
    -Create content that attracts attention and encourages readers to
    share it AD  Enables wider reach to audiences
    -SMM is the promotion through word of mouth powered by  Low cost
    technology  Work with customers can be more valuable
    Viral Marketing (소비자가 공유하는 것) than market research
    : peer-to-peer marketing relies on the electronic Di  Difficult to control
    s  Certain area are not accessible
    transfer and spread of promotional messages
     Can viewed as time-wasting and annoying
    -Increase brand awareness through sharing by viewers
    -Appeal to the target market

    Guerrilla marketing
    : Uses untraditional , original, creative methods of promotion with relatively low budget
    AD  Small cost for high gains
     Cost effective or free
     Differentiation from competition
     Possible leads to viral marketing
    Dis  Not focused on target market
     Maybe bother others
     Maybe unethical
     Opportunity cost of time and resources

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