Below The Line Promotion
PROMOTION
By Pablo González, Javier Uranga and Miguel Larrea
ABOVE THE LINE
PROMOTION
Above the line promotions use mass media methods. This types of promotion focuses on advertising to a large audience. For example; television, cinema advertising, online media… etc
Media
Advantages
Disadvantages
Television
-Huge audiences reached. -Products can be demonstrated. -Some viewers avoid TV adverts. Very expensive.
Newspaper and magazines -Relatively cheap. -Reader can refer back.
-Rival adverts seen at the same time.
-No movement or sound.
Media
Advantages
Disadvantages
Cinema
-Big impact with big screen. -Specific age groups can be targeted.
-Message is shortlived.
-Limited audience.
Internet
-Cheap and easy to set up. -Can be updated regularly. -Some adverts such as pop-up adverts are irritating. -Possible technical problems. Choosing Methods of
Promotion
When choosing the write promotional method for a business, first you need to take into account these factors.
•
COSTS
MARKET TYPE
PROUCT TYPE
STAGE IN THE PRODUCT LIFE CYCLE
COMPETITORS PROMOTION
LEGAL FACTORS
•
•
•
•
•
COSTS= Many businesses are forced to use cheaper promotions. Eg. Advertising to the media is beyond small businesses possibilities.
MARKET TYPE= Local businesses often rely on adverts in local media. In contrast businesses aiming their product at a mass market are more likely to use television or special magazines.
PRODUC TYPE= Certain products are better suited to certain methods. Eg. A car manufacturer is not likely to use sales promotions such as coupons, BOGOF deals or loyalty cards. They'll use television advertising for example.
STAGE IN THE PRODUCT LIFE CYCLE= Promotional methods change as a product gets older. Eg Public Relations is often used at the beginning but when the product matures other methods are used.
COMPETITORS PROMOTION= Businesses copy the method of promotion used by a rival. Once a business comes with a successful method
By Pablo González, Javier Uranga and Miguel Larrea
ABOVE THE LINE
PROMOTION
Above the line promotions use mass media methods. This types of promotion focuses on advertising to a large audience. For example; television, cinema advertising, online media… etc
Media
Advantages
Disadvantages
Television
-Huge audiences reached. -Products can be demonstrated. -Some viewers avoid TV adverts. Very expensive.
Newspaper and magazines -Relatively cheap. -Reader can refer back.
-Rival adverts seen at the same time.
-No movement or sound.
Media
Advantages
Disadvantages
Cinema
-Big impact with big screen. -Specific age groups can be targeted.
-Message is shortlived.
-Limited audience.
Internet
-Cheap and easy to set up. -Can be updated regularly. -Some adverts such as pop-up adverts are irritating. -Possible technical problems. Choosing Methods of
Promotion
When choosing the write promotional method for a business, first you need to take into account these factors.
•
COSTS
MARKET TYPE
PROUCT TYPE
STAGE IN THE PRODUCT LIFE CYCLE
COMPETITORS PROMOTION
LEGAL FACTORS
•
•
•
•
•
COSTS= Many businesses are forced to use cheaper promotions. Eg. Advertising to the media is beyond small businesses possibilities.
MARKET TYPE= Local businesses often rely on adverts in local media. In contrast businesses aiming their product at a mass market are more likely to use television or special magazines.
PRODUC TYPE= Certain products are better suited to certain methods. Eg. A car manufacturer is not likely to use sales promotions such as coupons, BOGOF deals or loyalty cards. They'll use television advertising for example.
STAGE IN THE PRODUCT LIFE CYCLE= Promotional methods change as a product gets older. Eg Public Relations is often used at the beginning but when the product matures other methods are used.
COMPETITORS PROMOTION= Businesses copy the method of promotion used by a rival. Once a business comes with a successful method