Promotional marketing is a key element of the marketing mix, involving above and below the line activities to bring a product to consumers’ attention. It is implemented through a promotional plan and aims to educate, increase demand, or differentiate the product.
Promotional marketing is the business strategy and tactics used to stimulate consumer interaction with a product. It is a four-part marketing mix element that outlines how a product is positioned for sale to consumers. This type of marketing is implemented according to a promotional plan, which may include advertising, commercials, commercial promotions, direct marketing and personal selling.
Marketing is the key to a company’s success. It represents how 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 in a marketing mix to achieve the highest profile and profitability for the product with the most economical allocation of resources.
Promotional marketing is an element of the marketing mix that encompasses the concrete actions the company will take to bring a product to consumers’ attention. The promotions are divided into above and below the line activities. All advertising is an above-the-line business. It is considered above the line because it is the more conventional type of promotion and treats large groups of consumers equally. All other promotional activities are considered below the line because these businesses employ unconventional methods designed to capture smaller pockets of target consumers.
Below-the-line promotional marketing includes advertising, business promotions, personal sales, and direct marketing. This list is not exhaustive, however. Marketing is able to adapt and bring to life unconventional approaches as innovative people come up with new ways to engage consumers. The common feature of below-the-line promotions is the targeted approach at the smallest possible functional level.
There are many common examples of below the line marketing, including product giveaways at local supermarkets. The marketing department might sponsor special local events to highlight a new product launch. A company might also throw a new product launch party to generate publicity. Readers of a particular magazine might receive a coupon for a product within the book.
Promotional marketing is the allocation of the marketing department’s promotions budget to above and below the line activities. Every business 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 on the market.
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