• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Promotion Above the Line.

Extracts from this document...

Introduction

What is Promotion? Promotion is the attempt to draw attention to a product or business in order to gain new customers or to retain existing ones. Different methods of promotion are shown below: Businesses often refer to promotion above the line and below the line. Above the line promotion is through independent media, such as television and newspaper. These allow a business to reach a wide audience easily. Most advertising is done above the line. But, some methods of advertising is done where the business has direct control, E.G, through direct mailing. These are known as below the line promotion. The Objective of Promotion The main objective is to obtain and retain customers. Others include: * To increase awareness of the product * To reach a target audience that may be geographically dispersed * To remind the consumer about the product * To show a product is better than it's competitor * To develop or improve the image of a business, rather than a product * To reassure consumer's after the product has been brought * To ...read more.

Middle

These are: * Cost - Small firms will be mainly concerned in the type of media in which they can afford. Larger firms will need to consider the cost effectiveness of each of the different media. * The audience reached - Given that many products are aimed at certain segments, it makes sense for firms to place their advertisements in a medium where its target audience is likely to see or hear. * The advertising of competitors- On T.V, for E.G, a advertising may be on to promote a product, then straight after it may be an advertisement from its competitors. * The impact- Firms aim to create the largest impact they can, and to do this it may require different media to do this. * The law- There are legal restrictions in the U.K, so some products cannot be advertised in a particular media. * The marketing mix- The advertising campaign should be integrated with other types of below the lie promotion. ...read more.

Conclusion

* Environmentalists are concerned about high levels of consumption and advertisings role in this. * Advertising can encourage people to buy products which are regarded as being damaging to society. * Advertisement often encourages behavior which might be to the detriment of society as a whole. * Advertisement offers a choice to consumers, which allows them to make more informed consumption decisions. * Advertisement gives valuable information to consumers which might otherwise be difficult to come by. * They respond to the needs, wishes and attitudes of the customers. * Earns revenue for T.V and radio, and allows newspapers and magazines to be sold at lower prices. * The advertising industry employs large numbers of people. Corporate Advertising Corporate advertising is concerned with promoting a company as a whole, rather than individual products. There are two reasons why companies need to sell themselves more than ever. First, companies must now be seen as responsible good 'citizens'. This means communicating. Second, there is a growing pressure for the company to become a brand. Companies need to ensure that their corporate image is positive. Corporate advertising often use slogans or catch lines. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Coca-Cola markrting mix

    For marketing efforts to be successful, it is not enough to discover what customers want, but to find out why it is required. Only by gaining a deep and comprehensive understanding of consumer behaviour can marketing goals be realised.

  2. Marketing Media and Audience Feedback

    The Sun is published and circulated in the United Kingdom and the Republic of Ireland, which affects the design and content to a certain extent due to the fact that it balances its focus on both British and International news and current affairs.

  1. The principles of marketing.

    The following are examples of factors in the macro economy: * Economic growth * Interest rates * Exchange rates * Inflation rate At present inflation is low which means that Interest rates are down too so there is a high chance that consumers will buy my product and they have

  2. Advertising and Promotion.

    TV, radio, billboards etc 5. DECODING - How the customer takes the message. Did they interpret the message the way you wanted them to? Did they understand the message? Receiver's field of experience 1. RECEIVER - The customer 2. RESPONSE - The reaction of the receiver once being exposed to the message e.g.

  1. The fundamental aim of this study is to evaluate whether or not the Internet ...

    traditional advertising * To evaluate the effectiveness of the measurement tools used to determine Internet advertising effectiveness. * To identify and evaluate the role of advertising over the Internet. Outline of the Study 1. Introduction - States the aims and objectives of the study 2.

  2. Create ing your own business - create a full plan on a business of ...

    Place- the products will be sold at the slash shop in harrow. Near St. Ann's and St. George's shopping centre the shop will be located within St. Ann's road so that customer will find it very hard to ignore the shop and because of the success of other shops in

  1. American Women as Consumers

    Single women are more likely than married women to participate in activities outside the home, and are a growing market for travel. Many childless single women are also moving to larger cities for easier access to cultural and social resources (Editors of Marketing to Women, 2001).

  2. Nike sprints ahead of the competition?

    Nike will focus its advertising on sports, and will feature sports that are of particular interest in a specific region. Nike realises that while it is ahead of the competition, it still has a long, long way to run. References Jeff Jensen, 'Reebok and Nike go head to head in soccer battle', Advertising Age 68(18)

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work