Unit 1- LO3
- 2. Contents Slide 3- Above the line Slide 4- Below the line Slide 5- Guerilla marketing Slide 6- Viral marketing Slide 7- Magazine marketing Slide 8- Distribution Slide 9- Relationship between the magazine and audience Slide 10- Distribution example (Retail outlets)
- 3. Above the line (ATL) Above the line is Mass Marketing as it is not targeted at anything in particular. This means that the spread on this kind of marketing is very wide This seeks to build the brand more than the product and inform everyone of a certain event that may be happening at that time. For example, Coca-Cola during the Christmas period. It is all about the brand awareness increasing and less so about how well the individual product does. Above the line an occur on TV adverts, whether that be local, national or international. It can also be put used in Print (Newspapers, magazines etc.) and by Radio. An advantage of above the line marketing is that it has a wide reach, so better communicates with the audience. It almost defines the brand However, a disadvantage would be that it is a high cost and a high production, so a lot of money needs to be flooded into it in order to make it remotely successful. Source: https://www.face2face-marketing.com/atl-btl-ttl-marketing-definitions-examples/
- 4. Below the line (BTL) Below the line is promoted in smaller amounts than Above the line marketing as it is more one to one and features the distribution of of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards. They are specific and direct, which means they are in the niche market. Things such as cookies found on various web sites would be below the line as cookies are specifically targeted. Normally, Below the line will feature a point of sale, which essentially is a deal that would incline a consumer to buy the product as they get an immediate benefit back from it. For example, a deal that was buy one get one free would be a point of sell as the consumer may now buy it just because they got one free. Source: https://www.investopedia.com/terms/b/below-the-line-advertising.asp
- 5. Guerrilla marketing Guerrilla marketing is an advertising strategy concept designed for companies to advertise their products or services in tan unconventional way with a minimal budget. It involves more energy and imagination, focusing on the recognition of the public with a personal and memorable promotion. An advantage of Guerrilla marketing is that it allows for creative thinking, so when a good idea arises, it will really reach out to the public and attract a large audience. Secondly, as Guerrilla marketing relies heavily on word of mouth, people will be talking about your promotion that they may have seen which means even more people will be hearing about your product and may become a new customer. Source: http://www.creativeguerrillamarketing.com/what-is- guerrilla-marketing/
- 6. Viral marketing Viral marketing is any marketing technique that gets a large reaction and is shared. This means that more people will see your advertisement, so what ever is being marketed will get around through word of mouth. An advantage of this is that many people will see it world wide and become familiar with your advertisement and your brand will get more attention. Yet, a disadvantage is that it does not always go viral for the right reasons, which creates negative connotations with your brand. Source: https://searchsalesforce.techtarget.com/definition/viral- marketing
- 7. Magazine marketing These images show how Q magazine market themselves through the uses of social media and billboards, examples seen in images. The other image represents how much it costs to have a billboard dependant in the location. Source: http://www.signkick.co.uk/blog/how- much-does-billboard-advertising-cost/
- 8. Advertising Q does a lot of advertisement through their social media. This can also be seen as promotion as they are using social media platforms in order to gain a wider following so more people will purchase their magazine as it is wider known. Two of Q’s largest social media platforms are Instagram and Twitter. These are both social networks that give you recommendations based on what you already follow. So for instance, someone who follows a lot of music pages may find a post from Q on their explore page as it is related to who they follow. This means that more music fans will discover Q and may buy the magazine. This would increase sales and profits as the magazine becomes more widely known so more people will buy it.
- 9. Distribution Distribution is the process by which the goods are supplied to the consumer. Q magazine is also available online, which is why there are less hard copies in circulation. Q magazine is not sold as a hard copy in the US, only in the UK and online. You can subscribe online to get your magazine sent straight to your home. You are able to choose what you want. Also there are deals and you can gift a subscription. You can get Q magazine in every country as it is an online service and most countries in the world have internet access. It may not be in their native tongue but t is still Q magazine. Q is printed in many languages. Source: http://www.pressgazette.co.uk/uk-magazine- abcs-winners-losers-and-full-breakdown-as-circulation- declines-average-6-per-cent/ Source: https://www.greatmagazines.co.uk/q-magazine This photo was taking in WH Smith, you can see that Q have their own little dispenser as to call It, which catches the consumers interest as it stands out from all the other magazines on the shelf.
- 10. Relationship between the magazine and the audience Social media statistics YouTube subscribers https://www.youtube.com/user /Q4music 4,382 Instagram followers https://www.instagram.com /qmagazineuk/?hl=en 17.4k Twitter followers https://twitter.com/QMagazi ne 135.9k Facebook likes https://www.facebook.com/ QMagazine/ 137,913 Q magazine have a cross media convergence which means you can communicate with them through social media and other ways easily. Once contact has been made, Q will then contact you through email after you have previously contacted. This allows Q to advertise their products directly to the consumer. This increases the amount of consumers of Q products as it means that they are kept up to date and know when a new issue is coming. Second to this, Q can bring in more consumers as someone could stumble across one of their social media accounts.
Editor's Notes
- #10: Costs online and hard copy