Above-the-Line Promotion

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Questions and Answers

What is an advantage of commercial radio stations compared to TV?

More visual impact

Larger audience size

Higher brand recall

Cheaper than TV (correct)

What is a characteristic of cinema advertising?

Captive audience (correct)

Easier to ignore ads

Low impact due to small screens

Limited to local audience

Which type of advertising is most effective in terms of brand recall?

Radio advertising

Cinema advertising (correct)

TV advertising

Newspaper advertising

What is an advantage of newspaper advertising?

Direct targeting Signup and view all the answers

What is a characteristic of magazine advertising?

Limited audience size Signup and view all the answers

What is a limitation of commercial radio stations?

No visual impact Signup and view all the answers

What is an advantage of cinema advertising compared to TV and radio?

Captive audience Signup and view all the answers

What is a characteristic of newspaper advertising?

Made-to-order ads Signup and view all the answers

What is the primary purpose of Above-the-Line (ATL) promotion?

To stimulate interest and engage a large audience Signup and view all the answers

What is the value of the UK TV advertising industry annually?

Over £4.35 billion Signup and view all the answers

What is a key advantage of television advertising?

Combines sound and moving images Signup and view all the answers

What is a disadvantage of television advertising?

High production and broadcasting costs Signup and view all the answers

When did the first American TV advert appear?

1941 Signup and view all the answers

What is a benefit of radio advertising?

Reaching a diverse range of listeners Signup and view all the answers

What is a characteristic of peak morning and evening radio time slots?

They are sold to businesses Signup and view all the answers

What is the quote from Frank Dane about?

The cost of advertising Signup and view all the answers

What is the primary goal of outdoor advertising?

To create repeated exposure and familiarity with the brand Signup and view all the answers

What type of advertising is most likely to be damaged?

Outdoor advertising Signup and view all the answers

What is the advantage of outdoor advertising in terms of technology?

It has technological advancements Signup and view all the answers

What is the primary location where outdoor advertising reaches consumers?

Outside of their home Signup and view all the answers

What is the primary benefit of outdoor advertising in terms of exposure?

It creates repeated exposure and familiarity Signup and view all the answers

What is the disadvantage of outdoor advertising in terms of measurement?

It is difficult to measure effectiveness Signup and view all the answers

What is the primary purpose of outdoor advertising?

To increase brand awareness Signup and view all the answers

What type of advertising is most likely to be seen by many people?

Outdoor advertising Signup and view all the answers

Study Notes

Above-the-Line (ATL) Promotion

ATL promotion refers to paid promotional methods through independent mass media sources to promote a business, products, or brands.
The purpose of ATL promotion is to enhance brand recognition, stimulate interest, and engage a large audience.

Television Advertising

The first American TV advert appeared in 1941, and UK television adverts premiered in 1955.
The UK TV advertising industry is worth over £4.35 billion annually.
Advantages of TV advertising include combining sound and moving images, targeting specific audiences, and global reach through high-definition digital TV.
Disadvantages include high production and broadcasting costs, brief 30-second slots, and expensive peak-time slots.

Radio Advertising

Radio has a broad audience, reaching people during daily commutes, at work, or at home.
Advantages of radio advertising include being cheaper than TV, reaching a mobile audience, and global broadcasting capabilities with wireless broadband.
Disadvantages include only audio, no visual impact, and lower attention levels.

Cinema Advertising

Cinema ads are short ads that play before the trailers and movie start.
Advantages of cinema advertising include direct targeting, large impact with big screens, and a captive audience.
Disadvantages include limited audience size compared to TV and radio.

Newspaper Advertising

Newspaper advertising targets specific audiences with ads of varying sizes, formats, and placement.
Advantages of newspaper advertising include direct targeting, large impact, and a captive audience.
Disadvantages include limited audience size.

Magazine Advertising

Magazine advertising targets specific audiences interested in a particular business, activity, or lifestyle.
Advantages of magazine advertising include high-quality images, specific targeting, and long shelf life.
Disadvantages include static, advertising clutter, and long lead time.

Outdoor Advertising

Outdoor advertising reaches consumers while they are outside their homes.
Advantages of outdoor advertising include high exposure, technological advancements, and repeated exposure and familiarity with the brand.
Disadvantages include difficulty measuring effectiveness and being prone to damage.

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Description

Learn about the concept of Above-the-Line Promotion, which involves paid promotional methods through independent mass media sources to enhance brand recognition and achieve business goals.