1. BELOW THE-LINE PROMOTION
1.1. promotion that is not a directly paid-for means of communication but based on short-term incentives to purchase
1.2. SALES PROMOTION
1.2.1. incentives such as special offers or special deals directed at consumers or retailers to achieve short-term sales increases and repeat purchases by consumers
1.2.1.1. PRICE PROMOTIONS
1.2.1.2. MONEY OFF COUPONS
1.2.1.3. COSTUMER LOYALTY SCHEMES
1.2.1.4. MONEY REFUNDS
1.2.1.5. BUY ONE GET ONE FREE
1.2.1.6. POINT-OF-SALE DISPLAY
1.2.1.7. PUBLIC RELATION
1.2.1.8. SPONSORSHIP
2. PROMOTION MIX
2.1. combination of promotional techniques that a firm uses to communicate the benefits of its products to customers
2.1.1. 1. Decide on the image of the product
2.1.2. 2. Develop a profile of the target market
2.1.3. 3. Decide on the messages to communicate
2.1.4. 4. Set an appropriate budget
2.1.5. 5. Decide how the messages should be communicated
2.1.6. 6. Establish how the success of the promotional mix is to be assessed
2.1.7. 7. Undertake the promotional plan and the mix elements of it
2.1.8. 8. Measure its success
2.2. INTERNET MARKETING
2.2.1. advertising and marketing activities that use the internet, email and mobile communications to encourage direct sales via electronic commerce
2.2.2. BENEFITS
2.2.2.1. Improve audience reach
2.2.2.2. Targeted marketing
2.2.2.3. Interactivity
2.2.2.4. Performance metrics
2.2.2.5. Speed of transmition
2.2.3. LIMITATIONS
2.2.3.1. Lack of skill
2.2.3.2. Time investment
2.2.3.3. Negative feedback
2.2.3.4. Performance metrics
2.2.3.5. Security issues
2.3. VIRAL MARKETING
2.3.1. use of social media sites or text messages to increase brand awareness or sell products
2.4. GUERRILLA MARKETING
2.4.1. performing marketing activities on a very low budget
3. use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade them to buy
4. ABOVE THE-LINE PROMOTION
4.1. form of promotion that is undertaken by a business by paying for communication with consumers
4.2. ADVERTISING
4.2.1. INFORMATIVE
4.2.2. PERSUASIVE
4.2.3. FACTORS
4.2.3.1. Cost
4.2.3.2. Target
4.2.3.3. Product and Message
4.2.3.4. Aspects of Marketing Mix
4.2.3.5. Law