Question

Give the meaning of promotion as a ‘promotion strategy'. Explain any two approaches a company can use to promote its products.

Hint:

To easily remember the difference:

• Above-the-Line (ATL): Mass media for broad brand awareness (e.g., national TV ads).
• Below-the-Line (BTL): Targeted activities for immediate sales conversions (e.g., in-store product samples).

Combining both approaches is known as an integrated marketing communication (IMC) strategy.

Answer 1