
What are the different types of promotion methods
Updated: Feb 21
There are above-the-line and below-the-line promotions
Above-the-line Promotion
Above-the-line promotion uses newspapers, radio, television as advertising media, as they reach out to all segments of the general population. The main types of advertising are informative and persuasive advertising. Informative advertising focuses on providing information of the product and its benefit, while persuasive advertising targets a specific market segments to purchase the product with attractive messages and images, encouraging impulse buying.
Below-the-line Promotion
Below-the-line Promotion is directed to a very targeted customers that makes purchasing decisions using a "pull" strategy. They usually complement above-the-line promotions. They use
Publicity
Sales literature - booklets, handouts, posters, brochure
Signage - on business premise
Product endorsements - by social media influencers and celebrities
Product placements - a demonstration of the product in movies or television programmes
Trade shows - live demonstration event to attract individual and business customers
Public Relations
Sponsorship - involves funding a sports or charity event
Donations and fundraising - promoting a social cause through donation, part of a firm's corporate social responsibility (CSR)
Press releases - to clarify or provide explanation on certain business decisions effecting the public
Point-of-Sale (POS) promotion - product display at convenient location, such as the check-out counter
Sales Incentives