1.3.2 Branding and Promotion (1/2) - Above the line Promotion

Question 1

Promotion

Answer 1

the process by which people are encouraged to buy a businesses product or service.

Question 2

Specific aims promotion is used for

inform
remind
persuade

Answer 2

-inform customers about new products
-Remind customers about an existing product
-Persuade customers that their products is better than their rivals

Question 3

What will successful promotion create

Answer 3

successful promotion will create awarness, understanding and desire for the product

Question 4

what are the two categories of promotion

Answer 4

Above-the-line-promotion and Below-the-line-promotion

Question 5

Above -the- line - promotion

Answer 5

Involves any form of advertising through the media

Question 6

Above-the-line-promotion is usually used to appeal towards what size audience

Answer 6

Mass Audience

Question 7

Examples of above the line promotion - 7

Answer 7

TV
cinema
internet
radio
newspaper/magazines
posters/ billboards
direct marketing (e.g emails, phone calls/texts)

Question 8

Advantages of above the line promotion

(2)

Answer 8

-Reaches a large audience
-Appealing/ attractive way of catching attention e.g tv commercial

Question 9

Disadvantages of above the line promotion (3)

Answer 9

• promotion through mass media may not reach right market segment
• Many advertisement are ignored e.g TV/radio changed, direct marketing
• expensive