Below The Line Promotion

PROMOTION
By Pablo González, Javier Uranga and Miguel Larrea

ABOVE THE LINE
PROMOTION
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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.

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COSTS
MARKET TYPE
PROUCT TYPE
STAGE IN THE PRODUCT LIFE CYCLE
COMPETITORS PROMOTION
LEGAL FACTORS

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COSTS= Many businesses are forced to use cheaper promotions. Eg. Advertising to the media is beyond small businesses possibilities.

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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.

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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.

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COMPETITORS PROMOTION= Businesses copy the method of promotion used by a rival. Once a business comes with a successful method