4.5+Promotion

Types of promotion Distinguish between the different types of promotion Analyse the various promotional tools and discuss their effectiveness Promotional mix
 * Syllabus Requirements**
 * You need to know the following:**
 * Above the line
 * Below the line
 * Prepare an appropriate promotional mix

Use this resource to assist your learning:



= The promotional mix =

== "The set of tools that a business can use to communicate effectively the benefits of its products or services to its customers." - UK Chartered Institute of Marketing. This is the range of above and below the line methods used o market a product as part of the larger marketing mix. ==


 * ======Cost of promotional medium======
 * ======Nature of the product======
 * ======Products position in the life cycle======
 * ======Legislation======

Each of the above items need explaining. Any single method alone will be unsuccessful and a 'mix' of techniques and methods needs to be adapted to the product. For a new movie's promotional mix example you can see the Hoang text book page 567.

The promotional mix is essentially made up of 4 key areas that you must be able to refer to, describe and give examples of:
 * Advertising
 * Personal selling
 * Public relations
 * Sales promotion