60 Credit LO 2 End of Unit Test
Marketing and Distribution
Explain the key differences between above and below the line advertising. [2]
Above the line advertising appeals to a mass market audience, whereas below the line is more specific and tailored to the viewer.
Give two examples of below the line advertising that can be used by media companies. [4]
One example of below the line advertising is a pamphlet as they hold specific information for example the ones you see in doctors offices.
Another example is social media ads as they use your phone’s data to tailor ads to your activity online, they are specific for example an ad on facebook for houses after you've been looking for houses.
Explain three advantages of below the line advertising. Use specific examples to illustrate your answer. [6]
The cost of below the line is much less than above the line as you don't need to get the idea across to as many people
The success rate of the advertising would be a higher percentage based on views as it's already shown to people who are interested. Eg. an above the line ad about cows would get lots of views but not much interaction however if it was a below the line ad targeted specifically at farmers then it would do a lot better.
Explain one advantage of using digital technologies to distribute radio programmes. [3]
More people today don't have radios, instead they have home helpers devices like Alexa’s and Google Home’s so therefore by using digital radio the advantage is that it can be distributed to a wider audience.
Explain how a product made by a conglomerate you have studied uses new media to promote itself. Use examples to support your answer. [4]
Sony uses social media, tv ads, radio ads, newspapers and magazines to promote the Playstation. An example of this is in various gaming magazines which is above the line marketing. There are also lots of billboards and posters that create a lot of commotion and get the message across. Usually the most amount of advertising comes from social media which is beneficial as basically everyone has it now.
Identify two advantages of using synergy in a media sector that you have studied. [2]
It allows a vast range of people to find commonalities between the two brands
it allows there to be a wider target audience
Explain how synergy has been used in the marketing of a media product you have studied. [5]
Synergy is the collaboration between two brands, for example Spectre and OMEGA. Spectre collaborated with OMEGA watches to create the limited edition 007 seamaster watch. This watch retailed at about roughly £7000 which shows how spectre wanted people to feel classy and as if they were in the film itself. This type of marketing is through the line as it can be mass marketed due to the spectre side but then also more tailored as not everyone can spend that much money on a watch. Synergy of the two brands helped to promote bothe the brands at the same time which is much more cost effective.
Explain with examples how the distribution of media products and services to the consumer has changed in the digital age. [6]
Previously newspapers were the main big way to distribute media (as well as posters and billboards). But now due to the internet being invented people can get any type of media product distributed right to their phones. People now are more interested in photo ads and quick snappy videos in the form of social media posts, this is a lot different to pre web times.
Explain two advantages of using a tablet device to watch a TV programme or film. [4]
One advantage is that you can bring the tablet with you wherever you go (portable)
Another advantage is that if you wear headphones no one else can hear what you're watching which means that you could be in a room with 50 other people who are also watching something on a tablet , yet no one can hear the others and everyone could be watching something completely different.
How has Web 2.0 changed the face of advertising? In your answer you must refer to the following terms/ideas and provide relevant media examples: [20]
Social Media
Above the line marketing
Below the line marketing
Audience targeting
Web 2.0 is like a second phase of the internet. It has allowed people to create their own advertising instead of having to rely on something else. This also lets companies have more freedom with what they advertise.
Social Media advertising has benefited from Web 2.0. as it allows businesses to try and promote/ sell their own products independently as they can reach far into new audiences. It allows for there to be different target audiences and ads can be tailored for that. Everyone is on social media so web 2.0 really helped boost those businesses and companies.
Due to Web 2.0 there can be more below the line marketing and it can be done much much easier as it can be used by tracking cookies.
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