Explain And Outline The Main Methods Of Above-The-Line Promotion

Business work

1. What are the 4 main objectives of promotion?

• Creating awareness or informing customers of a new or improved product in the market

• Convincing or persuading consumers to purchase a firm’s products instead of its competitors’ products.

• Reminding consumers of the existence of a product in order to retain existing customers or gain new customers for a product.

• Enhancing the brand image of the product as well as the corporate image of the business.

2. Explain and outline the main methods of above-the-line promotion

• Informative advertising – the focus here is to provide information about a products features, price, or other specifications to consumers

• Persuasive advertising – this aims at convincing customers to buy one firm’s product instead of a competitor’s product.

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3. Explain and outline the main methods of below-the-line promotion

• Direct marketing – this ensures that the product is aimed directly at the consumers. It eliminates the use of intermediaries and therefore can save the business money.

• Personal selling – this involves the sale the sale of a firm’s product through personal contact. It makes use of sales representatives and can be done face to face or over the