4.5 THE FOUR P'S PROMOTION

4.5 THE FOUR P'S Promotion

MTRA ANDREA ROSETE GUEVARA

Attendance

ACTIVITY 1

Online

Turn on camera / microphone and say present

Say present

Face-to-face

LO

The student will be able to define and develop the concepts of PROMOTION ATL & BTL MKT VIRAL GUERRILLA MKT

paid-for marketing *** USE mass media *** to reach a very large potential customers is very expensive

ABOVE THE LINE (ATL)

the organization has direct control targeted audience instead of a general audience *** do not use the mass media *** Examples include direct mail, sponsorship deals, customer loyalty schemes, trade fairs, and celebrity endorsements

Below THE LINE (BTL)

Online

Face-to-face

Everything clear?

DOUBTS QUESTIONS

Ice Bucket Challenge Started in 2014, which was an online effort to raise awareness for people with Amyotrophic Lateral Sclerosis (ALS) disease and to raise funds. The campaign was able to raise $115 million in a span of just eight weeks!

Online content and media such as: Blogs Microblogs Infographics Emails Video hosting websites Online discussion forums

Viral marketing

Online

Face-to-face

Everything clear?

DOUBTS QUESTIONS

Guerrilla marketing

Unconventional marketing strategiesinnovative marketing strategies Get the major impact on the market Use low budget Can go viral

Online

Face-to-face

Everything clear?

DOUBTS QUESTIONS

Instructions1. Research and example (image or video) of: - MKT VIRAL with statistics - Guerrilla MKT

ACTIVITY 2

Online

Instructions1. Research and example (image or video) of: - MKT VIRAL with statistics - Guerrilla MKT

Face-to-face

What did I learn today?

The student will be able to define and develop the concepts of PROMOTION ATL & BTL MKT VIRAL GUERRILLA MKT