Promotional marketing is a key element of the marketing mix, involving activities above and below the line to drive consumer interaction with a product and achieve marketing objectives. Examples include advertising, sales promotions, personal selling, and direct marketing.
Promotional marketing is the business strategy and tactics used to drive consumer interaction with a product. It is a four-part marketing mix element that describes how a product is positioned for sale to consumers. This type of marketing is implemented according to a promotional plan, which may include publicity, publicity, sales promotions, direct marketing and personal selling.
Marketing is the key to the success of a business. It represents the way a company has chosen to bring its products to the attention of consumers. Large companies tend to conduct their marketing efforts strategically according to a written marketing plan. This plan will address how product features, pricing, promotion, and distribution should be combined into a marketing mix to achieve the highest product profile and profitability with the most economical allocation of resources.
Promotional marketing is an element of the marketing mix that comprises the tangible actions that the company will take to bring a product to the attention of consumers. Promotions are divided into activities above and below the line. All advertising is an above-the-line activity. It is considered above the line because it is the most conventional type of promotion and treats large groups of consumers equally. All other promotional activities are considered below the line because these activities employ unconventional methods designed to capture smaller pockets of target consumers.
Below the line, promotional marketing includes advertising, sales promotions, personal selling, and direct marketing. This list is not exhaustive, however. Marketing is able to adapt and generate unconventional approaches as innovative people think of new ways to engage consumers. The common feature for promotions below the line is the targeted approach at the lowest possible functional level.
There are many common examples of marketing below the line, including product giveaways at local supermarkets. The marketing department can sponsor special local events to highlight a new product launch. A company can also throw a new product launch party to generate publicity. Readers of a given magazine may receive a coupon for a product within the book.
Promotional marketing is the allocation of the marketing department’s promotion budget to activities above and below the line. Every activity must be designed to meet one of the main marketing objectives. Promotions must educate consumers about the product, increase demand, or differentiate the product from other products in the market.
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