1. Above-the-line promotion

2. Promotion Promotion is about the communication that occurs with customers and potential customers Promotion can be used to:  Increase awareness of a product, service or issue  Encourage sales  Change a brand image  Maintain market share Promotion may use above-the-line or below-the-line methods

3. Above-the-line promotion Above-the-line promotion uses mass media to advertise products and services.

4. Above-the-line promotion Above-the-line promotion: Uses paid-for mass media for advertising Is often used to inform an audience of a product and persuade them to purchase Can reach a very large audience May reach people beyond the target market But: Is difficult to measure in terms of its impact Tends to be more expensive than below-the-line methods

5. Media used in above-the-line promotion Newspapers & magazines Television Radio Cinema Internet Billboards and other types of outdoor media

6. Targeting customers Specific market segments can be targeted through careful use of the advertising medium chosen. For example: Advertising in The Times newspaper is likely to reach a more mature and higher income audience Cinema advertising is often used to reach a younger audience