Promotion is the use of communication to inform, persuade and remind consumers about a product or brand. The aim is to increase awareness, generate interest and ultimately drive sales.
Aims of promotion
Promotional activities can:
- Inform consumers about new products or features.
- Create or increase brand awareness and image.
- Persuade consumers to choose one brand over another.
- Encourage repeat purchases and brand loyalty.
- Remind customers about a product during its maturity stage.
Above‑the‑line promotion
Above‑the‑line promotion uses mass media to reach a large audience:
- Television advertising – wide reach but expensive.
- Radio – cheaper than TV and can target local audiences.
- Newspapers and magazines – allow targeting by geographical area or interest group; printed adverts can be kept.
- Outdoor advertising – billboards, posters and public transport adverts.
- Online advertising – banners, pop‑ups, paid search and social media adverts targeting specific users.
Below‑the‑line promotion
Below‑the‑line promotion uses direct, more controllable methods:
- Sales promotions – short‑term incentives such as coupons, discounts, loyalty cards, competitions and free samples.
- Personal selling – face‑to‑face interaction by sales representatives.
- Direct marketing – emails, leaflets or catalogues sent to potential customers.
- Public relations – managing a company’s image through press releases, sponsorship and events.
Businesses use a combination of promotional methods (the promotional mix) based on their product, target audience and budget.
Developing a promotion strategy
When choosing how to promote, firms consider:
- The target audience and how best to reach them.
- The product’s life cycle stage.
- The objectives of the campaign (informative, persuasive, reminder).
- The promotional budget available.
- The legal and ethical constraints on advertising.
An effective promotion strategy supports the overall marketing mix and reinforces the brand image.
| Method | Main benefits | Limitations |
|---|---|---|
| Television advertising | Wide reach; visual and audio impact. | Very expensive; audience fragmentation. |
| Online advertising | Targeted; measurable; cost‑effective. | Users may ignore ads; ad blockers reduce effectiveness. |
| Sales promotions | Boosts short‑term sales; encourages trial purchases. | May erode brand image; customers may wait for promotions. |
| Personal selling | Interactive; allows for detailed explanations and building relationships. | High labour cost; time‑consuming; unsuitable for low‑value items. |
| Public relations | Enhances reputation; can be low cost relative to advertising. | Hard to control media coverage; effects may be unpredictable. |
Examples and applications
A company launching a new soft drink might combine several promotional methods. It could run humorous television adverts during popular shows (above‑the‑line) to build brand awareness, pay social media influencers to post reviews, and offer coupons and free samples in supermarkets (sales promotion). A public relations team might organise a charity event sponsored by the drink to generate positive media coverage and associate the brand with good causes.
Personal selling is common in industries where products are complex or high value, such as selling cars or life insurance. A salesperson meets with potential customers, answers questions and tailors the message to their needs. Direct marketing includes sending targeted emails about special offers to past customers, while public relations activities include issuing press releases and managing the company’s social media to respond to customer feedback. The choice of methods depends on the target audience, product and budget.
