The marketing mix, often referred to as the ‘four Ps’, is a means for organisations to combine the four key elements of product, price, place and promotion to achieve its business objectives. Every business is different. Each must decide on its own marketing mix that balances the four Ps to suit its products. Infiniti, the luxury car maker, uses a combination of above-the-line and below-the-line promotional activity to improve brand awareness and increase its market share.
Above-the-line promotion is paid-for advertising using mass media channels such as TV and billboards. Below-the-line promotion is targeted to a specific audience such as Infiniti’s sponsorship of Infiniti Red Bull Racing or social media. Social media is an increasingly important tool for promotion. Its popularity has increased the amount of mass advertising on social networks. For example, the photo sharing service Instagram announced it will start placing adverts in US user’s photo streams. (BBC, 3rd October 2013)
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