Promotion and Place

Revision of Elasticity

PromotionPromotion is divided in two categories

1. Above the line advertising

2. Below the line advertising

Above the line advertising

Above The Line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers. 

1. Persuasive advertising

2. Informative advertising

Below the line advertising

Price promotionDirect marketing and direct salesLoyalty cards and discountsPoint of sale displaysPublic relations (PR)

Write some advantages and disadvantages of each

Above the line advertising

Below the line advertising

Promotional MixAll forms of promotion affect a business in

different ways. Businesses must always consider:

1. Who is the product aimed at?2. How much will it cost?3. How effective will the promotion be?

The combination of promotional activities is know as the promotional mix.

PlaceDistribution Channels – how customers gain

access to their product.

Distribution ChannelsDistribution Channels

Definitions Advantages Disadvantages

Direct Sale

Retail outlet

Wholesalers

Agents

QuestionChoose three industries and state which

distribution methods would be the best and why.