Above the line promotion (ATL)

Form of promotion that refers to any form of paid-for promotional technique through independent consumer media.

Advertising

A form of visual and/or audio marketing communication used to inform and persuade people to buy a certain good or service.

Below the line promotion (BTL)

Form of promotion that refers to all forms of advertising or promotion that do not use external media agents.

Celebrity endorsement

The use of famous people (such as film stars, musicians and sports personalities) to promote a brand or organization.

Customer loyalty schemes

Reward systems used to encourage customers to make repurchases, such as price discounts or free gifts for members.

Direct mail

The use of postal correspondence for promotional purposes.

Direct marketing

Refers to a business communicating information about its products straight to customers.

Guerrilla marketing 

The use of unconventional but innovative promotional strategies that make a major impact but at a fraction of cost of traditional ATL promotional methods.

Merchandise

Refers to a retailer’s range of goods that are available for sale.

Personal selling

The use of sales personnel to sell goods and services with customers on a face-to-face basis.

Point of sale (POS)

The promotion of products in retail outlets where customers can buy the goods.

Promotion

The various marketing processes used to inform customers about a product and persuading them to purchase the product.

Promotional mix

The range of above and below the line methods used to promote a product as part of a larger marketing mix.

Public relations

The management function overseeing public attitudes and opinions of an organization to gain public understanding and support.

Sales promotion

A short term promotional tactic used to entice customers to buy a certain product.

Social media marketing (SMM)

The use of online content that users can upload to a website using a suitable medium, e.g. a blog, podcast, video or image.

Social networking

This refers to the use of internet based websites, platforms and apps to share online content by building online communities.

Sponsorship

A promotional strategy that involves a business providing financial support to another organization or event in return for marketing exposure.

Trade fair

Promotional event where specialist firms exhibit their products for sale to potential customers.

Viral marketing

The spread of information about a business, its brands and its goods and services from one Internet user to others.