{"id":3164,"date":"2025-09-11T11:31:43","date_gmt":"2025-09-11T11:31:43","guid":{"rendered":"https:\/\/acmeitsolutions.net\/ibcognito\/?post_type=notes&#038;p=3164"},"modified":"2025-09-11T11:31:45","modified_gmt":"2025-09-11T11:31:45","slug":"unit-4-5-c-promotion","status":"publish","type":"notes","link":"https:\/\/acmeitsolutions.net\/ibcognito\/notes\/unit-4-5-c-promotion\/","title":{"rendered":"Unit 4.5 (c)- Promotion"},"content":{"rendered":"\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>What is Promotion?<\/strong><\/h2>\n\n\n\n<p><strong>Objectives of Promotion<\/strong><strong><\/strong><\/p>\n\n\n\n<p><strong>Persuasive Promotion:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Goal:<\/strong>\u00a0Convince customers to buy, switch brands, or stay loyal.<\/li>\n\n\n\n<li><strong>Strategies:<\/strong>\u00a0Product differentiation, creating a unique identity, and encouraging impulse buying.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Reminder Promotion:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Purpose:<\/strong>\u00a0Maintain customer awareness and interest in established products.<\/li>\n\n\n\n<li><strong>Timing:<\/strong>\u00a0Suitable for products in the maturity or saturation stage.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Brand Development Promotion:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Focus:<\/strong>\u00a0Building awareness, recognition, and loyalty.<\/li>\n\n\n\n<li><strong>Importance:<\/strong>\u00a0Retaining customers can be expensive, so brand development is crucial.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Attracting Customers:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Goal:<\/strong>\u00a0Attract customers to the entire product range or brand.<\/li>\n\n\n\n<li><strong>Methods:<\/strong>\u00a0Promotional activities that grab attention.<\/li>\n<\/ul>\n\n\n\n<p>Above the line promotion<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>What is ATL Promotion?<\/strong><\/h2>\n\n\n\n<p>Paid-for promotional methods using independent mass media sources like TV, radio, magazines, newspapers, and outdoor advertising.<\/p>\n\n\n\n<p>Controlled by external organizations like advertising agencies.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Benefits:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reaches a large audience.<\/li>\n\n\n\n<li>Customers perceive ATL as more interesting and engaging.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Drawbacks:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Expensive.<\/li>\n\n\n\n<li>May not be targeted effectively, leading to wasted spending.<\/li>\n\n\n\n<li>Consumers may ignore ads (channel switching, skipping, etc.)<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Examples of ATL Promotion:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Television advertising<\/li>\n\n\n\n<li>Radio advertising<\/li>\n\n\n\n<li>Cinema advertising<\/li>\n\n\n\n<li>Newspaper advertising<\/li>\n\n\n\n<li>Magazine advertising<\/li>\n\n\n\n<li>Outdoor advertising (billboards, posters, etc.)<\/li>\n<\/ul>\n\n\n\n<p>Below the line promotion<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>What is BTL Promotion?<\/strong><\/h2>\n\n\n\n<p>Promotional activities controlled directly by the business, with no commission paid to external agencies.<\/p>\n\n\n\n<p>Targets specific market segments.<\/p>\n\n\n\n<p>Generally cheaper than ATL promotion.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Benefits:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More targeted approach.<\/li>\n\n\n\n<li>Lower cost.<\/li>\n\n\n\n<li>Maintains control over message.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Drawbacks:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>May not reach a broad audience.<\/li>\n\n\n\n<li>Requires more effort from the business.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Examples of BTL Promotion:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Direct marketing (email, phone calls, mail)<\/li>\n\n\n\n<li>Personal selling (sales presentations, face-to-face meetings)<\/li>\n\n\n\n<li>Sales promotions (discounts, coupons, free samples)<\/li>\n\n\n\n<li>Point-of-sales promotion (displays at checkout)<\/li>\n\n\n\n<li>Public relations (media coverage, press releases)<\/li>\n<\/ul>\n\n\n\n<p>Through the line promotion<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>What is TTL Promotion?<\/strong><\/h2>\n\n\n\n<p>Combines ATL (above-the-line) and BTL (below-the-line) promotional methods.<\/p>\n\n\n\n<p>Creates a consistent message across multiple platforms (TV, social media, events, etc.).<\/p>\n\n\n\n<p><strong>Benefits:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reaches a wider audience than BTL alone.<\/li>\n\n\n\n<li>More targeted than ATL alone.<\/li>\n\n\n\n<li>Creates a stronger brand image and builds brand loyalty.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Factors to Consider When Choosing Promotional Methods:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Product:<\/strong>\u00a0Some products are better suited to specific promotion types (e.g., personal selling for insurance).<\/li>\n\n\n\n<li><strong>Product Life Cycle:<\/strong>\u00a0Promotion needs change as the product goes through launch, growth, maturity, and decline stages.<\/li>\n\n\n\n<li><strong>Legislation:<\/strong>\u00a0Regulations may restrict advertising for certain products (e.g., tobacco) in some media.<\/li>\n\n\n\n<li><strong>Cost:<\/strong>\u00a0Different methods have varying costs (TV advertising is expensive, online promotion is cheaper).<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Example:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Launching a new movie might involve TV trailers, radio ads, billboards, newspaper ads, online platforms, and cinema trailers.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Drawbacks:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More expensive than ATL or BTL alone.<\/li>\n\n\n\n<li>Best suited for larger, established businesses.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>Social Media Marketing<\/strong><\/h2>\n\n\n\n<p><strong>What is SMM?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Using social media platforms (Facebook, Twitter, etc.) to promote products or brands.<\/li>\n\n\n\n<li>Creating content that attracts attention and encourages sharing.<\/li>\n\n\n\n<li>Sharing marketing messages and information with targeted audiences.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Benefits:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Builds trust: Messages come from a trusted source (friends, celebrities) rather than commercials.<\/li>\n\n\n\n<li>Wider reach: Leverages the power of the internet for faster and broader reach.<\/li>\n\n\n\n<li>Cost-effective: Content sharing makes promotion efficient.<\/li>\n\n\n\n<li>Targeted marketing: Reaches specific audiences on relevant platforms.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Drawbacks:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lack of control: Businesses can&#8217;t control what&#8217;s written or shared about them.<\/li>\n\n\n\n<li>Negative publicity: Viral false information can create PR problems.<\/li>\n<\/ul>\n\n\n\n<p><strong>Security threats: <\/strong>Hackers can spread misinformation.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Promotion? Objectives of Promotion Persuasive Promotion: Reminder Promotion: Brand Development Promotion: Attracting Customers: Above the line promotion What is ATL Promotion? Paid-for promotional methods using independent mass media sources like TV, radio, magazines, newspapers, and outdoor advertising. Controlled by external organizations like advertising agencies. Benefits: Drawbacks: Examples of ATL Promotion: Below the line [&hellip;]<\/p>\n","protected":false},"featured_media":0,"template":"","subject":[86],"unit":[100],"class_list":["post-3164","notes","type-notes","status-publish","hentry","subject-business-management","unit-unit-4"],"acf":[],"_links":{"self":[{"href":"https:\/\/acmeitsolutions.net\/ibcognito\/wp-json\/wp\/v2\/notes\/3164","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/acmeitsolutions.net\/ibcognito\/wp-json\/wp\/v2\/notes"}],"about":[{"href":"https:\/\/acmeitsolutions.net\/ibcognito\/wp-json\/wp\/v2\/types\/notes"}],"wp:attachment":[{"href":"https:\/\/acmeitsolutions.net\/ibcognito\/wp-json\/wp\/v2\/media?parent=3164"}],"wp:term":[{"taxonomy":"subject","embeddable":true,"href":"https:\/\/acmeitsolutions.net\/ibcognito\/wp-json\/wp\/v2\/subject?post=3164"},{"taxonomy":"unit","embeddable":true,"href":"https:\/\/acmeitsolutions.net\/ibcognito\/wp-json\/wp\/v2\/unit?post=3164"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}