First of all for Market Tools you need to think which Marketing Tools are likely to be appropriate to your business for this you develop your Marketing plan. The Promotion of the business will be the key to building sales and so this is a very important part to consider.
There are two main types of Promotion and these are:
Above The Line Promotion.
Below The Line Promotion.
Above The Line Promotion is a first part of Promotion that is carried out through self-supporting media that enable a firm to reach a wide audience easily. These might include Newspapers, radio, television and Magazines.
Trade Journals
If your target Market is a specialist one these may be helpful, but the Journal needs to be one that is widely distributed. Examples of Trade Journals are Variety - covering film, television and stage industry, Air Transport World - aimed at airline managers and the Dental Digest - aimed at dentists! (For more examples watch 'Have I Got News for you'!)
Newspapers And Magazines
Once again, you need to consider the target Market very watchfully. What age groups or socio-economic groups are likely to read each of the possible Newspapers and Magazines? Are they one of your important Market sections? Would a company advertising ride on mowers suitable for use in very large gardens be likely to advertise in the Daily Star?
Below The Line Promotion is second part of Promotion over which the firm has direct control. Methods of direct Promotion are included in it, like direct mailing, exhibitions and Trade fairs & sales Promotions.
The choice of Promotional techniques is likely to be heavily dependent on the sort of Marketing budget that is available, and a business start-up is unlikely to looking as much at Above the Line Promotion in its early days.
It is vital to choose the appropriate medium for your Promotion. The firm will want the maximum exposure to the most appropriate audience to make sure public are as aware as possible about the product, goods, service or brand. Possible choices might include:
Go To Cinema Advertising
Back To Importance of People
Back To Market Reseach
Back To Marketing Mix
Back To Marketing Planning
Back To Business Plan
Above The Line Promotion - Below The Line Promotion - Trade Journals - Newspapers And Magazines
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