IB Business Management Topic 4.5.4 Promotion Revision Notes (SL/HL)

IB Business Management Topic 4.5.4 Promotion Revision Notes (SL/HL) | RevisionDojo

Written by official IB examiners

Communicating Value to Customers

Promotion really means communicating value to your customers.
It's about answering how you ensure people know about your product, understand its benefits, and choose it over competitors.

Promotion Types: Above, Below, and Through the Line

Definition

Promotion

Promotion refers to the methods used by businesses to communicate with customers about their products or services.

Above the Line (ATL): Mass Media Advertising

ATL promotion uses mass media to reach a broad audience.
It's ideal for building brand awareness and reaching large numbers of potential customers.

Example

Television commercials, radio ads, billboards, and online banner ads.

Advantages:

Reaches a wide audience, making it effective for brand awareness.
Builds brand credibility through mass media exposure.

Disadvantages:

High costs associated with TV, radio, and newspaper advertisements.
Difficult to measure effectiveness compared to targeted marketing strategies.

Tip

ATL is best for products with a wide target market, such as consumer goods.

Common Mistake

Note

Don't assume ATL promotion always guarantees high sales.
Its effectiveness depends on the quality of the message and its alignment with the target audience.

Below the Line (BTL): Targeted, Direct Efforts

BTL promotion focuses on specific audiences through direct and personalized methods.
It's more measurable and often aims to convert interest into sales.

Example

Email marketing, in-store promotions, loyalty programs, and social media engagement.

Advantages:

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Definition

Paywall

(on a website) an arrangement whereby access is restricted to users who have paid to subscribe to the site.

anim nostrud sit dolore minim proident quis fugiat velit et eiusmod nulla quis nulla mollit dolor sunt culpa aliqua

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Duis aute irure dolor in reprehenderit

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Note

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam quis nostrud exercitation.

Excepteur sint occaecat cupidatat non proident

Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit.

Tip

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris.
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum.

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Communicating Value to Customers

Promotion really means communicating value to your customers.
It's about answering how you ensure people know about your product, understand its benefits, and choose it over competitors.

Promotion Types: Above, Below, and Through the Line

Definition

Promotion

Promotion refers to the methods used by businesses to communicate with customers about their products or services.

Above the Line (ATL): Mass Media Advertising

ATL promotion uses mass media to reach a broad audience.
It's ideal for building brand awareness and reaching large numbers of potential customers.

Example

Television commercials, radio ads, billboards, and online banner ads.

Advantages:

Reaches a wide audience, making it effective for brand awareness.
Builds brand credibility through mass media exposure.

Disadvantages:

High costs associated with TV, radio, and newspaper advertisements.
Difficult to measure effectiveness compared to targeted marketing strategies.

Tip

ATL is best for products with a wide target market, such as consumer goods.

Common Mistake

Note

Don't assume ATL promotion always guarantees high sales.
Its effectiveness depends on the quality of the message and its alignment with the target audience.

Below the Line (BTL): Targeted, Direct Efforts

BTL promotion focuses on specific audiences through direct and personalized methods.
It's more measurable and often aims to convert interest into sales.

Example

Email marketing, in-store promotions, loyalty programs, and social media engagement.

Advantages:

Definition

Paywall

(on a website) an arrangement whereby access is restricted to users who have paid to subscribe to the site.

anim nostrud sit dolore minim proident quis fugiat velit et eiusmod nulla quis nulla mollit dolor sunt culpa aliqua

Duis aute irure dolor in reprehenderit

Note

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam quis nostrud exercitation.

Excepteur sint occaecat cupidatat non proident

Tip

Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris.
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum.

Unit 1: Introduction to Business Management - Core operational components and business functions6 subtopics

Unit 2: HR Management - Motivation, Structure, Hierarchy7 subtopics

Unit 3: Financial Management - Accounting, Ratio evaluation, Core Financial Documents9 subtopics

Unit 4: Marketing Management - The 7 P's, strategies and forecasting6 subtopics

Unit 5: Operations Management - Production Methods, Production planning and management9 subtopics

BM Toolkit - Core business frameworks and tools15 subtopics

IB Business Management 4.5.4 Promotion Notes

Unit 1: Introduction to Business Management - Core operational components and business functions6 subtopics

Unit 2: HR Management - Motivation, Structure, Hierarchy7 subtopics

Unit 3: Financial Management - Accounting, Ratio evaluation, Core Financial Documents9 subtopics

Unit 4: Marketing Management - The 7 P's, strategies and forecasting6 subtopics

Unit 5: Operations Management - Production Methods, Production planning and management9 subtopics

BM Toolkit - Core business frameworks and tools15 subtopics

Communicating Value to Customers

Promotion Types: Above, Below, and Through the Line

Above the Line (ATL): Mass Media Advertising

Advantages:

Disadvantages:

Below the Line (BTL): Targeted, Direct Efforts

Advantages:

anim nostrud sit dolore minim proident quis fugiat velit et eiusmod nulla quis nulla mollit dolor sunt culpa aliqua

Duis aute irure dolor in reprehenderit

Excepteur sint occaecat cupidatat non proident

Unlock the rest of this chapter with a free account

Communicating Value to Customers

Promotion Types: Above, Below, and Through the Line

Above the Line (ATL): Mass Media Advertising

Advantages:

Disadvantages:

Below the Line (BTL): Targeted, Direct Efforts

Advantages:

anim nostrud sit dolore minim proident quis fugiat velit et eiusmod nulla quis nulla mollit dolor sunt culpa aliqua

Duis aute irure dolor in reprehenderit

Excepteur sint occaecat cupidatat non proident

Unlock the rest of this chapter with a free account