4.5.5—Promotion Topic Practice
4.5.5—Promotion Topic Practice
Students practise distinguishing above-the-line and below-the-line promotion, explaining social media impacts on cost, reach, and brand community using case evidence.
How this is tested
- explain one benefit of social media marketing by linking low-cost targeting to a charity’s budget constraint
- distinguish above-the-line (e.g., TV ads) from below-the-line (e.g., loyalty cards) promotion by identifying who