1.6 Promotion Advertising Promotion Advertising most 4. . ....................... form uses different strategies different 2. .................................... analyses marketing uses AIDA model 5. .................................... Attention 6. .................................... Desire 7. .................................... methods to offer a coherent and 1. .................................... marketing communication approach ATL marketing 3. .................................... TTL marketing Promotion 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 integrated marketing communication approach across different media channels to optimise the company s image and chances of success. ONLINE RESOURCES Advertising ethics to arouse: stimolare deal: affare to entail: implicare funnel: imbuto to nurture: allevare, educare to reach: raggiungere rebate: sconto to retain: mantenere to spur: spronare to take up: fare proprio 64 Different strategies and methods Promotional strategies include, among others: coupons, sponsorship, social media, contests, rebates , 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: Above the line marketing (ATL), when it is aimed at a mass audience; Below the line marketing (BTL), when it is aimed at specific groups of customers; Through the line marketing (TTL), when it integrates the two strategies. analyses 8. .................................... points What is advertising? Advertising is one of the most common forms of promotion and it is an explicit form of communication which aims to reach people in order to tell them about a product or a cause and influence them to buy it or take it up . Basically, it is an extremely powerful medium of information and persuasion which combines creativity and strategy in order to deliver a message. The marketing funnel and the AIDA model To create a successful message, companies analyse the so-called marketing funnel 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 AIDA model. The aim of this model is to draw Attention to a product in order to generate Interest in it, arouse Desire for it and spur people to Action (in other words, have people purchase it). Analysing how many customers companies progressively lose or retain in the purchase process (from the moment the product is seen to the moment it is purchased) and at what stage, or touch point (any direct or indirect contact a customer has with a brand), helps businesses make their advertising strategy more effective.