4.5 - Promotion

What is the primary goal of "above the line" (ATL) promotion?

• Direct interaction with a targeted audience

• Broadly increasing brand awareness through mass media

• Limiting advertising costs

• Establishing exclusive customer relationships

Which of the following is not a characteristic of "below the line" (BTL) promotion?

• Personalized communication

• Direct engagement with customers

• High cost of production

• Measurable outcomes

Through the line (TTL) promotion refers to:

• Combining both ATL and BTL methods to maximize impact

• Advertising only on television and radio

• Solely relying on digital platforms

• Using direct marketing tools

Social media marketing is particularly effective because:

• It allows one-way communication

• It limits global reach

• It enables real-time engagement with audiences

• It depends entirely on traditional advertising

Which of the following is a key feature of ATL promotion?

• High levels of audience interaction

• Use of mass communication channels like TV and radio

• Focused, direct communication with specific customers

• Involvement of low-cost marketing methods

McDonald’s advertises its new burger with TV commercials during prime time. This is an example of:

• Below the line (BTL) promotion

• Social media marketing

• Above the line (ATL) promotion

• Viral marketing

A local fitness studio hands out free class passes at a community event to attract new members. This is an example of:

• Below the line (BTL) promotion

• Above the line (ATL) promotion

• Social media marketing

• Public relations

A smartphone company uses a mix of billboards, Facebook ads, and influencer promotions for a product launch. This is an example of:

• Through the line (TTL) promotion

• Below the line (BTL) promotion

• Above the line (ATL) promotion

• Guerilla marketing

Starbucks uses their app to send personalized offers to frequent customers. This is an example of:

• Above the line (ATL) promotion

• Below the line (BTL) promotion

• Through the line (TTL) promotion

• Direct advertising

Coca-Cola’s “Share a Coke” campaign used names on bottles and a strong presence on Facebook, Instagram and Tiktok. Which promotional strategy is this?

• Social media marketing

• Above the line (ATL) promotion

• Below the line (BTL) promotion

• Viral marketing