9609 · 3.3.5
Promotion methods flashcards
Revision flashcards for Cambridge 9609 Promotion methods (syllabus 3.3.5). Flip, recall, then mark a real past-paper question.
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Above-the-line (ATL)?
Mass media advertising (TV, radio, print) - brand awareness.
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Below-the-line (BTL)?
Targeted promotion: sales promotion, direct mail, sponsorship, digital ads.
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Sales promotion examples?
Discounts, loyalty cards, free samples, competitions - short-term sales boost.
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PR advantage?
Third-party credibility; lower direct cost than advertising.
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Direct marketing?
Email, SMS, personalised offers - measurable response rates.
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Digital promotion benefits?
Targeting, analytics, lower entry cost for SMEs, social sharing.
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Promotion at PLC introduction?
Heavy awareness advertising; inform early adopters.
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Promotion at maturity?
Sales promotion and loyalty to defend share; brand refresh.
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Above-the-Line (ATL) Promotion
A form of promotion that uses paid-for mass media (e.g., TV, radio, newspapers) to communicate with a wide audience. It is used to build brand awareness and is often expensive.
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Sales Promotion
Short-term incentives used to encourage a quick increase in sales. Examples include 'Buy One Get One Free' (BOGOF), price discounts, coupons, and loyalty schemes.
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Public Relations (PR)
The professional maintenance of a favourable public image by a company. It often involves using 'earned' media like press releases and sponsorships to build credibility and goodwill, rather than paying directly for advertising space.
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Promotional Mix
The combination of promotional methods used by a business to communicate its marketing messages. The main elements are advertising, sales promotion, public relations, personal selling, and digital marketing.
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Target Audience
The specific group of existing and potential consumers at which a business aims its marketing communications. The choice of promotion method must be appropriate for the target audience's characteristics and media habits.