Scale model of a Wheaties cereal box at a pep rally

Promotion is generally sub-divided in the textbooks into two parts:

• Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet and Mobile Phones) in which the advertiser pays an advertising agency to place the ad
• Mid line promotion: Promotion within the organisation (e.g. [to promote the workers working within the organization. to increase incentives etc...])
• Below the line promotion: All other promotion. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows

The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.

An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff.

Cheerleaders at a pep rally

Example

The publicity for the 40th anniversary of the 1966 NCAA Basketball championship included ^[1]

1. The renaming of a city street
2. A tie-in with an autobiography with the same title
3. The screening of a film with the same title
4. The release of a breakfast cereal box with coordinated materials
5. A pep rally on a university campus
6. Media coverage

Notes

1. ↑ The El Paso Times, El Paso, Texas, November 28 and 29, 2005

See also

• Promotional mix
• Marketing mix
• Marketing management
• List of marketing topics
• Tenders

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