Promotion: Methods used by a business to create awareness, attract customers & persuade them to buy its

products.

Strategy:1. Inform: Provide facts about the product to influence purchasing decision
2. Purchase: Encourage customers to buy their product.
3. Remind: Retain customer awareness/interest in an established product.

Above-the-line promotion
: Paid form of communication where business use  Helps to build brand awareness & preference.
mass media to promote business, brand, product. AD  Reaches many customers. (mass market
-Television advertising -Cinema audience)
-Newspaper advertising -Magazines  Expensive & additional cost.
-Outdoor advertising Dis  Relativity difficult to measure.
 Lacks flexibility.

Below-the-line promotion
: Use of non-mass media promotional activities, AD  Cheap
allowing the business to have direct control.  Aim to secure(안심하는) actual sales
-Branding -Word-of-mouth-promotion  Marketers can directly measure the response rate
-Slogans -Direct marketing Dis  Difficult to reach mass market audience
-Logos -Direct mail -Publicity  Difficult to build brand awareness/ get an
-Packaging -Point of sales promotion attention of customers.

Promotional mix : How effectively of ATL & BTL methods used to market a product
 Consider what could be the focus
-Attention -Interest -Desire(욕구) -Action
 Consider of marketing mix
-Cost -Product -Product life cycle -Legislation(법)

Social Media Marketing

: Marketing that contains creating and sharing content on social media networks
-Create content that attracts attention and encourages readers to
share it AD  Enables wider reach to audiences
-SMM is the promotion through word of mouth powered by  Low cost
technology  Work with customers can be more valuable
Viral Marketing (소비자가 공유하는 것) than market research
: peer-to-peer marketing relies on the electronic Di  Difficult to control
s  Certain area are not accessible
transfer and spread of promotional messages
 Can viewed as time-wasting and annoying
-Increase brand awareness through sharing by viewers
-Appeal to the target market

Guerrilla marketing
: Uses untraditional , original, creative methods of promotion with relatively low budget
AD  Small cost for high gains
 Cost effective or free
 Differentiation from competition
 Possible leads to viral marketing
Dis  Not focused on target market
 Maybe bother others
 Maybe unethical
 Opportunity cost of time and resources