Promotion- ATL, BTL
ATL communications use the broadcast medium and print media to reach mass audience.
ATL activities are expensive.

4 elements of promo - Advertising, Sales Promo, Public relations and personal selling.
BUT according to Kotler guy - Advertising, Sales Promo, Public relations and publicity, Direct Mkt, Interactive Mkt, Word of mouth mkt and personal selling.

How does the division of communication tools within promotional mix help in different ways?
1. Gives an approximate definition of what each tool is able to contribute to the mix and helps company to determine which will be most useful in achieving particular objective.

FEASIBLE
Industrial co. targets mostly on direct mkt.
Firm needing short term sales may focus on sales promo.
A firm launching product may go for publicity