Advertising and Promotion
1. Assess the role of below-the- line techniques and how they are used for Beryl’s. You should: * Illustrate using a mind map to differentiate between characteristics and objectives of four below-the-line promotional techniques (3.1)
Advertising can be typically be grouped into two categories: above-the-line and below-the-line advertising. Below-the-line advertising is typically conducted by the company itself. | CHARACTERISTIC | OBJECTIVE | DIRECT MARKETING | * Marketing messages are addressed directly to the customer and/or customers. * It is a multi media promotion * It is benefit oriented direct response advertising. | * Keeping the existing customers as well as increasing the sales. * Reducing the cost * Building customer loyalty | PUBLIC RELATION | * The spread of information between an individual or an organization and the public. * Target the entire population but usually need to target a specific group. | * Building marketplace excitement before the media advertising. * Introducing a product with little or no advertising. * Building brand to customer bonds. | SALES PROMOTION | * The message is for purposeful and informative. * Incentives are always offered. * short term in nature so are not offered to customers through the year. * It drives customer towards a quick response. | * To introduce new products in the market. * To attract new customers and to keep the existing customers. * To survive in the competition. | SPONSORSHIP | * We can say that sponsorship is a form of public relations. * use as sales force, client, or corporate incentive * opportunity for a product demonstration | * To develop relationship between the sponsored organization public and the sponsor. * develop or reinforce an image * develop product awareness | * Recommend the use of two individual techniques for individual consumers and two individual techniques for trade consumers. (3.2) 2
Advertising can be typically be grouped into two categories: above-the-line and below-the-line advertising. Below-the-line advertising is typically conducted by the company itself. | CHARACTERISTIC | OBJECTIVE | DIRECT MARKETING | * Marketing messages are addressed directly to the customer and/or customers. * It is a multi media promotion * It is benefit oriented direct response advertising. | * Keeping the existing customers as well as increasing the sales. * Reducing the cost * Building customer loyalty | PUBLIC RELATION | * The spread of information between an individual or an organization and the public. * Target the entire population but usually need to target a specific group. | * Building marketplace excitement before the media advertising. * Introducing a product with little or no advertising. * Building brand to customer bonds. | SALES PROMOTION | * The message is for purposeful and informative. * Incentives are always offered. * short term in nature so are not offered to customers through the year. * It drives customer towards a quick response. | * To introduce new products in the market. * To attract new customers and to keep the existing customers. * To survive in the competition. | SPONSORSHIP | * We can say that sponsorship is a form of public relations. * use as sales force, client, or corporate incentive * opportunity for a product demonstration | * To develop relationship between the sponsored organization public and the sponsor. * develop or reinforce an image * develop product awareness | * Recommend the use of two individual techniques for individual consumers and two individual techniques for trade consumers. (3.2) 2