4.5 THE 4PS – PROMOTION: ACITIVITY H
1. Define:
(a) above-the-line promotion
Above the line promotion refers to the type of promotion a business uses to communicate
information about their products by paying its cost.
(b) below-the-line promotion
Below the line promotion refers to the type of promotion a business uses that does not
involve any payment. This may include offering promotions, sales, or discounts.
4. Explain two other pieces of information you would like to review that would help you in
coming to a recommendation regarding the promotional mix for Penang Golf Kit Ltd.
5. Evaluate the decision of Penang Golf Kit Ltd to pursue a promotional strategy based
almost exclusively on one of the TV advertising options outlined in the case study.
1. Define:
(a) above-the-line promotion
Above the line promotion refers to the type of promotion a business uses to communicate
information about their products by paying its cost.
(b) below-the-line promotion
Below the line promotion refers to the type of promotion a business uses that does not
involve any payment. This may include offering promotions, sales, or discounts.
4. Explain two other pieces of information you would like to review that would help you in
coming to a recommendation regarding the promotional mix for Penang Golf Kit Ltd.
5. Evaluate the decision of Penang Golf Kit Ltd to pursue a promotional strategy based
almost exclusively on one of the TV advertising options outlined in the case study.
