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What is an example of below-the-line promotion? (A) A television advertising campaign (B) Sponsorship of a local sports team (C) A commercial billboard on the side of a main road (D) A product slogan developed by an advertising agency - HSC - SSCE Business Studies - Question 3 - 2007 - Paper 1
Question 3
What is an example of below-the-line promotion? (A) A television advertising campaign (B) Sponsorship of a local sports team (C) A commercial billboard on the sid... show full transcript
Worked Solution & Example Answer:What is an example of below-the-line promotion? (A) A television advertising campaign (B) Sponsorship of a local sports team (C) A commercial billboard on the side of a main road (D) A product slogan developed by an advertising agency - HSC - SSCE Business Studies - Question 3 - 2007 - Paper 1
Step 1
Identify below-the-line promotion
Answer
Below-the-line promotion refers to advertising strategies that are targeted, personalized, and often more measurable, as opposed to broad approaches like traditional media. Examples include sponsorships, direct mail marketing, and promotional events.
Step 2
Analyze each option
Answer
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A television advertising campaign: This is a form of above-the-line promotion because it reaches a wide audience through mass media.
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Sponsorship of a local sports team: This is an example of below-the-line promotion, as it targets a specific audience and often involves direct interaction with consumers.
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A commercial billboard on the side of a main road: This is also above-the-line promotion, as it is a mass advertising strategy.
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A product slogan developed by an advertising agency: While this can be part of promotional materials, it does not directly represent an example of below-the-line activities.
Thus, the correct answer is (B).