The Marketing Mix: Promotion (Edexcel IGCSE Business)

The Importance of Promotion

• Promotion plays a crucial role in generating customer awareness, interest and desire for a product

  • It communicates a businesses value proposition to potential customers and helps to differentiate the product or business from competitors

  • Promotion also helps to build brand awareness and loyalty which can lead to repeat purchases and referrals
      

Diagram: The main Aims of Promotion

Promotion aims to support sales of new and existing products, inform customers and improve brand and business image
 

• Above-the-line promotion refers to advertising  aimed at reaching a wide audience through traditional mass media channels

  • Advertising may use media such as television, radio, newspapers, magazines and outdoor sites such as billboards

• Below-the-line promotion includes marketing communications over which a business has direct control and which do not make use of mass media

  • These channels include direct marketing, sales promotions, personal selling and public relations (PR)