The document discusses various promotion methods used by firms to communicate with markets and sell products, including above-the-line methods like television, radio, and print advertising as well as below-the-line methods like branding, special offers, samples, and loyalty programs. It provides examples of Arsenal Football Club receiving a large sponsorship deal and Ferrari giving a car to David Beckham as a form of publicity promotion.

2.  Promotion refers to method of
communicating messages to the market with
the intention of selling a firm’s product.

3.  Inform
 Persuade
 Remind

4.  Above-the-line promotion
 Below-the-line promotion

5.  Television Advertising

6.  Radio advertising

7.  Cinema

8.  Newspaper advertising

9.  Billboards

10.  Magazines

11.  Branding

12.  Logos

13.  Price reductions
 Special offers
 Coupons
 Free samples
 Loyalty programs
 Gifts
 Competition

14.  Personal selling

15.  Sponsorship
Arsenal Football Club received a $178m
sponsorship deal in 2006, lasting 15 years
with Emirates Airline and agreed to sponsor
the club’s football shirts until 2014.

16.  Publicity
Ferrari found that it was cheaper to give
away a car to football celebrity David
Beckham than to advertise its vehicles on
television.

17.  Attention
 Interest
 Desire
 Action

18. Thank you