Promotion

Question 1

Above the line promotion: TV advertising

Answer 1

+Tv advertising reaches a mass audience, exposing more people to the product
+The visual/ sound aspects are easy to remember
-expensive compared to other methods
-not everyone will see it (eg Netflix users, who tend to be younger)

Question 2

Above the line promotion: billboards

Answer 2

+busy roads and traffic lights are good locations, as there will be many people
+more cost effective than tv advertising
-they’re static, so less people are exposed to them than tv adverts
- content can’t be changed easily

Question 3

Above the line promotion: radio

Answer 3

+cheaper than tv and can be aired frequently
+can target local people
+can listen to radio while doing other things (eg driving)
-higher costs at peak times
-nothing eye catching
-people might not be listening (eg when driving)

Question 4

Above the line promotion: magazines

Answer 4

+ targeted (sports magazine should have sport related ads)
+ visuals aids can be used to engage customer
- customer may only see the advert once
-colour artwork can be expensive

Question 5

Above the line promotion: cinema

Answer 5

\+ mass publicity up to1000 to 3000 per show
\+ visuals and sound used to engage 
-each person exposed to it only once
-more interested in the film 
-costly (ie filming etc.)

Question 6

Above the line promotion: sponsorship

Answer 6

+improve brand image
+nationwide audience
-business may be negatively effected by team controversies
-if not relevant to who they sponsor, audience won’t care

Question 7

Above the line promotion: newspaper

Answer 7

+ images and whole pages can be used
+ kept to refer back to
-creativity limited
-readership drastically declining- less people exposed to it

Question 8

Below the line promotion: email

Answer 8

Informs of new stock, sales etc.
+customer has shown interest already
-easy to ignore, can’t reach as many people as above the line does

Question 9

Below the line promotion: personal selling

Answer 9

Sales assistant, door-to-door, telesales. Direct link between the customer and sales person.
+ can have a personalised conversation, where you can persuade people to buy the product.
- difficult to reach as many people as above the line and easy to ignore

Question 10

Below the line promotion: telesales

Answer 10

Sales over the phone
+ personalised conversation
- easy to ignore (not answer phone)

Question 11

Below the line promotion: product sampling

Answer 11

Smaller quantity it’s of a product in hope you’ll buy full version
+ more likely to if know they like it
- hard to reach as many people as above the line does

Question 12

Below the line promotion: leaflet distribution

Answer 12

Through doors, given outside shop etc.
+ can talk to person handing them out and ask questions
- easy to ignore- bin the leaflet, avoid person handing them out

Question 13

Below the line promotion: trade fairs

Answer 13

Exhibition where seller (usually via stalls) show their products
+ can ask questions and persuade customer to buy it
+ already shown an interest
-difficult to reach as many people as above the line does

Question 14

Branding

Answer 14

Customers want to be associated with some brands which helps to drive sales. They buy products they may not like and pay more than they normally would. A brand could therefore face big issues if the target audience no longer wants to be associated with them (eg super dry)

Question 15

Internet

Answer 15

Using their own website to promote

Features of the website can be used to persuade customer to buy a product (eg videos, look books etc)

Question 16

Advantages of using social media as a method of promotion

Answer 16

It’s more cost effective than other mediums such as TV
Customer interaction can be more personal
Social media presence can boost traffic to the business website
Success can be easy to measure through the evaluation of sales of particular products
The target audience can be reached through the platform that they are most likely to use

Question 17

Disadvantages of using social media as a method of promotion

Answer 17

Resources will have to be dedicated to creating posting the content as well as responding to customer feedback
Brand reputation may be damaged by inappropriate posts, failing to respond to customers or not attempting to engage with customers
Business may become negatively effected by influencer controversy