Unit 1 lo3

2. Above the line (ATL) marketing
What is it?
Difference between above the line and below the line advertising. Above The Line advertising is where
mass media is used to promote brands and reach out to the target consumers. These include
conventional media as we know it, television and radio advertising, print as well as internet.
Advantages of this:
Wider reach: above the line advertising mediums have a wide reach.
Better connection with the audience:
The mediums like television and radio use audio-visuals which have a better connect with the audience.
brand building:
A brand is built by the customers. The role of marketers in brand building is to reach as many prospective customers as they
can and communicate to them about the brand and its benefits creatively. Above the line marketing, hence, plays an integral
role when it comes to brand building.
Examples:
There are many examples to ATL marketing/advertising. To name a few there is television, internet, radio,
magazine and billboards.

3. Above the line marketing
https://www.google.co.uk/search?safe=strict&biw=938&bih=903&tbm=isch&sa=1&ei=Cy4dWoTEFoSTgAbs0r-
QAw&q=television+advertising&oq=tele+advertising&gs_l=psy-
ab.3.0.0i7i30k1l10.70577.70845.0.72397.4.4.0.0.0.0.100.240.3j1.4.0....0...1c.1.64.psy-ab..0.4.238....0.aKPvXE9GnSQ

4. Above the line marketing – Q magazine
• Q magazine is advertised via TV, this is an above the line marketing
technique. On the TV they will inform the audience on what will
feature in Q magazine and this is a visual way of pulling in the reader
to buy the magazine.

5. Below the line (BTL) marketing
Below-the-line advertising is an advertising strategy in which a product is promoted in mediums other than radio, television, billboards, print and film. Types
of below-the-line advertising commonly include direct mail campaigns, trade shows and catalogs, and targeted search engine marketing.
Advantages of this:
Extremely targeted:
Conversions are better when the communication is done according to the customer wants. Since BTL marketing strategies are extremely
targeted, results are better in terms of conversions.
Better ROI:
Below the line promotional efforts are focused on the specific target group, have a better reach, can be easily executed, tracked, and
controlled. Hence BTL strategies provide a better ROI and MROI in terms of conversion.
Easy Control:
The return from these activities can be easily tracked and monitored and steps can be taken to improve ROI.
Tailor-Made:
Below the line advertising strategies are designed according to the needs of a specific target group and hence can be molded differently
for different customer groups.
Examples of this:
Below the line (BTL) advertising is more one to one, and involves the distribution of pamphlets, handbills, stickers, promotions, brochures
placed at point of sale, on the roads through banners and placards.

6. Below the line marketing
https://www.google.co.uk/search?safe=strict&biw=938&bih=903&tbm=isch&sa=1&ei=VC4dWvKGEIy9gAblsqTwAg&q=btl+marketing&oq=btl+
marketing&gs_l=psy-ab.3..0l6j0i5i30k1j0i30k1j0i5i30k1j0i8i30k1.277420.279514.0.279658.13.13.0.0.0.0.116.714.12j1.13.0....0...1c.1.64.psy-
ab..0.13.713...0i67k1.0.EwXDcj8enj0

7. Below the line marketing – Q magazine
• Q magazine advertise themselves on social media such as Facebook.
They use these platforms to advertise the magazine so they can
promote upcoming features and magazines that are coming out
monthly. As you can see lots of people like Q magazine Facebook page
and this will mainly be “digital natives” (Prensky 2001).

8. Guerilla Marketing
Guerrilla marketing is an advertisement strategy concept designed
for businesses to promote their products or services in an
unconventional way with little budget to spend. This involves high
energy and imagination focusing on grasping the attention of the
public in more personal and memorable level.
The Advantages of Guerrilla Marketing. Marketing is crucial to the
success of a business. Without marketing, it doesn't matter whether
your business offers the best products and services or not, as
consumers will not be aware of them. Sales may be lower than
expected because of this, which may cause a company to close

9. Viral Marketing
Viral marketing is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product
with other people in their social networks, much in the same way that a virus spreads from one person to another.
The advantages of viral marketing service are high credibility, low costs, great reach, high efficiency and the opportunity to continuous promotion adjustments. The
main reasons for the wide popularity of viral marketing are: Socializing and networking has now made very closer to the people.
3 components:
• Messenger
• Message itself
• Environment – where you are selling the message
• All 3 need to be effective in order for viral marketing to be successful. The role of viral marketing is to create a marketing buzz.

10. Magazine marketing
These images show how a magazine such as Q would get their magazine
out there to the public. Also, there is an image showing the prices that they
would have to pay to get it onto a billboard etc.
http://www.signkick.co.uk/blog/ho
w-much-does-billboard-
advertising-cost/

11. Distribution
Q magazine is mainly distributed in the UK but you can describe to have a
print copy or a digital copy. You can purchase Q magazine from shops such
as WH Smith and supermarkets.
The main music magazine that is in circulation in the UK is Q magazine. They
are both on hard copy and digital which makes it much easier for everyone
because they can then access it from wherever; further to this, having a
digital copy means that it is then accessible from all around the world, up to
230 countries. However, they are both similar in a way that if you subscribe
you can then receive it via post. At this time, Q magazine currently has
44,050 magazines in circulation.
Source:
https://www.google.co.uk/search?q=q+magazine+circulation&safe=strict&s
ource=lnms&sa=X&ved=0ahUKEwieud7ZhOrdAhWJLcAKHUkMA5EQ_AUICS
gA&biw=999&bih=931&dpr=1

12. Relationship between the magazine
and audience
Social media statistics
YouTube Subscribers 4,382
Instagram Followers 17.4k
Twitter Followers 135,999
Facebook Followers 134,680
Q magazine has cross media
convergence throughout social media
this allows that audience and producer
to communicate directly, this is known
as prosumer.