The marketing mix — Promotion

Promotion = how a business communicates with customers. Without promotion, even the best product struggles to find buyers. AQA expects you to know the main types and how to evaluate them.

Aims of promotion

• Awareness — let customers know the product exists.
• Information — features, benefits, price.
• Persuasion — convince customers to buy.
• Reminding — keep mature products top-of-mind.
• Differentiation — explain why this product, not a rival's.
• Loyalty — keep existing customers.

Types of promotion

1. Advertising

Paid messages in media.

Above the line (ATL)

Mass-media advertising aimed at large audiences.

• TV — high reach but expensive (UK 30s primetime ad £20–80 k).
• Radio — local and national; cheaper than TV.
• Cinema — captive audience; works for films, drinks, premium brands.
• Print — newspapers, magazines (declining).
• Outdoor — billboards, bus stops, taxis.
• Online display — banner ads, video ads, search ads.
• Social media — paid posts on Instagram, TikTok, Facebook.

Advantages: huge reach; brand-building; viral potential. Disadvantages: expensive; harder to measure ROI; viewers skip ads.

Below the line (BTL)

Targeted, often direct, often interactive.

• Direct marketing — emails, letters, leaflets.
• In-store displays — point-of-sale, demos.
• Sales promotions — coupons, samples, money-off vouchers.
• Trade shows — meet customers and partners.
• PR (public relations) — press releases, events, sponsorship.
• Influencer marketing — collaborations.

Advantages: targeted; cheaper per response; measurable. Disadvantages: smaller reach; harder to scale.

Through the line (TTL)

Combines both — Coca-Cola TV ad + in-store displays + social media campaign.

2. Sponsorship

Paying to have your brand associated with an event, team or person.

• Sport — Premier League shirts (Emirates Arsenal, AIA Tottenham).
• Events — Vodafone Big Top of the Pops; Standard Chartered London Marathon.
• Charity — McDonald's Ronald McDonald House.
• Education — Coca-Cola schools sponsorship.

Advantages: brand association; exposure; credibility. Disadvantages: cost; risk if associated party has scandal.

3. Product trials and samples

Free or discounted versions to encourage trial.

• Costa free coffee day.
• Cosmetic samples in magazines.
• 30-day free trials of software (Netflix, Spotify Premium).

4. Special offers

Time-limited promotions to drive immediate action.

• Money off.
• Free gifts.
• Multi-buys.
• Loyalty programme bonus points.

5. Branding

Building a recognisable identity over time.

• Logo and visual identity — Nike Swoosh, Apple bitten apple.
• Tone of voice — Innocent's playful copy; Apple's minimalism.
• Values — Patagonia's environmentalism.

Strong branding reduces the cost of promotion over time — customers seek you out.

6. Public relations (PR)

Earning coverage rather than paying for it.

• Press releases for product launches.
• News stories about the company.
• Crisis management — what to say after a problem.
• Awards and accolades.

PR is "free" advertising but you can't fully control the message.

7. Digital and social marketing

• SEO — appearing high in Google search.
• Content marketing — blogs, videos, guides.
• Email marketing — Mailchimp, Klaviyo.
• Influencer marketing — paid posts from creators (Gymshark built itself on this).
• Affiliate marketing — partners earn commission for referrals.

Choosing the right promotion

Depends on:

• Budget — TV ads need £M+; social media can start at £100.
• Target audience — Gen Z on TikTok; over-60s on TV/print.
• Stage of life cycle — heavy at launch; reminder in maturity.
• Type of product — luxury uses prestige media; everyday uses mass media.
• Geographic scope — local press for one shop; TV for national.
• Measurability — digital media now best for direct ROI.

Costs vs benefits

Costs:

• Direct (ad spend).
• Time (creating campaigns).
• Risk of campaign failure.
• Risk of reputational backlash.

Benefits:

• Awareness drives sales.
• Brand value increases (intangible asset).
• Differentiation.
• Customer loyalty.

UK businesses spent £35 bn+ on advertising in 2023. Online overtook TV ~2017.

Real-world examples

• John Lewis Christmas ads — TV blockbuster ads (~£7 m each); become cultural events; drive sales and brand love.
• Gymshark — Instagram influencer marketing built it from £0 to £1 bn+ valuation.
• Cadbury "Gorilla" 2007 — TV ad with a gorilla drumming to Phil Collins; raised Dairy Milk sales 9 %.
• Greggs vegan sausage roll launch 2019 — earned PR after Piers Morgan's tweet went viral; sold out nationwide; share price up 13 %.

Examiner tips

For 6+ mark questions, name two types of promotion, link each to a specific aim (awareness, persuasion, loyalty), and conclude with the most appropriate mix for the business in question.