1.6 Promotion Advertising Promotion: Definition and Purpose is the element of the marketing mix which involves making customers aware of the existence of a certain brand and/or product. It is possible to achieve this objective by using a variety of different strategies. The key is unifying all of these strategies to offer a coherent and approach across different media channels to optimise the company’s image and chances of success. Promotion integrated marketing communication Different Strategies and Methods Promotional strategies include, among others: coupons, sponsorship, social media, contests, , celebrity endorsements, direct mail, influencers, free samples, informational items (flyers, catalogues), public relations, special offers, product placement, merchandising, trade shows, personal selling, and advertising. Depending on how each promotion is targeted, we can talk about: rebates , when it is aimed at a mass audience. Above the line marketing (ATL) , when it is aimed at specific groups of customers. Below the line marketing (BTL) , when it integrates the two strategies. Through the line marketing (TTL) What is Advertising? is one of the most common forms of promotion and it is an explicit form of communication which aims to people in order to tell them about a product or a cause and influence them to buy it or . Basically, it is an extremely powerful medium of information and persuasion which combines creativity and strategy in order to deliver a message. Advertising reach take it up The Marketing Funnel and the AIDA Model To create a successful message, companies analyse the so-called of their product. In other words, they track all the stages of the decision-making process customers go through when making a purchase and use this data to effectively create, adapt or change their advertising following the . The aim of this model is to draw Attention to a product in order to generate Interest in it, Desire for it and people to Action (in other words, have people purchase it). marketing funnel AIDA model arouse spur Analysing how many customers progressively lose or in the purchase process (from the moment the product is seen to the moment it is purchased) and at what stage, or (any direct or indirect contact a customer has with a brand), helps businesses make their advertising strategy more effective. retain touch point