Group Work Assignment

Group work assignment.

The type of promotion known as ‘above the line’ is promotion through the use of mass media, such as TV, radio and written media like newspapers and magazines. This can be very expensive but if done right very effective.

The other type of promotion known as ‘bellow the line’ focuses more on direct means of communication with the consumer, most commonly direct mail and e-mail this can also encapsulate the use of promotion when selling something. This is much more targeted to a specific audience to reduce costs.

When these to strategies are used together it is known as ‘through the line’ for example and advertisement in a magazine newspaper or on the television to come to a shop or event and sample a good or service for a reduced price.

Looking at the brief it may be hard to incorporate the bellow the line strategy as the campaign is not selling anything so giving money off in the form of a coupon or voucher, also giving away free goods may not be possible.

The key to the success of this project is to target the right people maybe using a mailing list of recently unemployed people and by using direct mail as a way to communicate the befits of having the sort of work and experience on the CV’s, and that by help others out and giving something back can in turn get them a job and financial security in the future. This in turn is a form of bellow the line advertising.

Looking at the above the line advertising campaign we need to use the mass media in the form of TV, radio and the printed press like newspapers and magazines correctly as to maximise the effect of the campaign and in turn not to waste money on adverts that won’t reach the right people. This is not a national campaign so will so we need to look at effective ways to reach the right people, as we are targeting the unemployed, public transport would be a good place to advertise as well as near if not in job centres also the local newspaper would be a another brilliant opportunity...