Unit 1- LO3

2. 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. Q magazine has TV adverts in order to reach a large
target audience.
Source: https://www.face2face-marketing.com/atl-btl-ttl-marketing-definitions-examples/

3. 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

4. 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/

5. 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.
Q has multiple social media accounts and use hashtags to reach a large audience.
Source: https://searchsalesforce.techtarget.com/definition/viral-
marketing

6. 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/

7. 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.

8. 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.

9. 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.