titl CZ
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1
Promotion
Chapter 14

zahlavi CZ
Communication mix, resp. marketing communication:
* advertising,
*  sales promotion,
*  public relations,
*  personal selling,
* direct marketing.
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2

zahlavi CZ
Promotion is generally sub-divided into two parts:
1.1. ATL
• Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet, Mobile
Phones, and, historically, illustrated songs) in which the advertiser pays an advertising agency to
place the ad
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zahlavi CZ
BTL
* 2. Below the line promotion: All other promotion. Much of this is intended to be subtle enough
for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product placement,
endorsements, sales promotion, merchandising, direct mail, personal selling, public relations,
trade shows
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4

zahlavi CZ
Advertising
* Advantages and disadvantages
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5

zahlavi CZ
Public relations
* Advantages and disadvantages
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6

zahlavi CZ
Sales promotion
* Advantages and disadvantages
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7

zahlavi CZ
Personal selling
* Advantages and disadvantages
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8

zahlavi CZ
Direct marketing
* Advantages and disadvantages
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9

zahlavi CZ
IMC –  Integrated Marketing Communication.
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10