Define the term 'below-the-line promotion'.

Mark scheme

Marking points from the official mark scheme (May/June 2018). The mark or mark type is shown in brackets.

1. [1] Promotional activities where the business has direct control over the target or intended audience.
2. [1] Promotion that is not a directly paid-for means of communication.
3. [1] Promotion based on short-term incentives to purchase.
4. [1] The business is not paying a third party to produce promotional materials on its behalf.
5. [1] Examples could include sales promotions, loyalty cards, free gifts, flyers, direct marketing, personal selling, word of mouth and sponsorship.
6. [3] Sound explanation of two methods of above the line promotion.
7. [2] Sound explanation of one method or partial explanation of two methods.
8. [1] Partial explanation of one method or a list of two.