promotion

• what is above the line promotion

  above the line promotion involves advertising in the media
• examples of above the line media are:

  television, radio, cinema and internet, newspapers and poster
• what is below the line promotion

  it is when the business doesn't need to be advertised.
• examples of below the line promotion is 


  direct selling = personal and direct mailing
• advantages for television

  impact

  reach- it is watched globally

  attention - the audience is captive and can absorb the information better
• disadvantages of TVs are:

  high total costs

  clutter- there are too many adverts and this can be an overload to the viewer.
• Advantages for radios

  Low cost

  selectivity - they can be listened anywhere anytime

  geographic segmentation
• Cinema advantages 


  impact

  control as people can't skip they have to watch the adverts
• cinema disadvantages 


  audience size

  Youth-bias
• advantages of the internet for above the line promotion

  Relatively inexpensive to set up

  visitors to websites can be tracked to provide market information

  potential to reach a worldwide audience

  can be very creative
• Disadvantages of the internet are

  Often ignored because of junk mail
• newspapers advantages


  Local national coverage

  Vouchers and coupons that can be used

  Target audience with specialist magazines

  Relatively cheap
• poster and billboard advantages


  repeat exposure

  low cost

  lolw competitino

  supportive
• disadvantages of posters


  Creative limitation

  Unselective
• advantage of personal selling


  product can be fully explained and questions answered

  Feedback can be gathered directly
• disadvantages of personal selling

  can be expensive to employ a sales team

  Some customers will dislike 'cold callers'