Advertisements- this involves 'above-the-line" promotions. E.g. advertising on TV, Internet, Newspaper, Magazines etc

Sales promotion- This involves 'below-the-line' promotions. These are often used for short periods of time in order to reinforce the above-the-line promotions. E.g giving money-off coupons, free gifts, or product placements in television programmes or newly released films.

Process:
Set Objectives - Decide the advertising budget - Create an advertising campaign - Select the media to use - Evaluate the effectiveness of the campaign

TV (Food products, Cars & household products)
Advantages:

• Advert will go out to millions of people
• The product can be shown in a very favourable way (attractive)
• It reaches the biggest number of consumers and can reach a target audience
  
  

Disadvantages:

• Very expensive

Radio (Local services/events)
Advantages:

• Cheaper than television
• Usually reaches a large audience
• Often uses a memorable song or tune so that the advert will be remembered
  
  

Disadvantages:

• Cannot put across a visual message
• Quite expensive relative to other methods of advertising
• The advert needs to be remembered
• Not as wide an audience as television

Newspapers (national or local)
Advantages:

• Can be selected to target a particular group of people
• A large number of people will purchase and read national newspapers
• Local newspapers are relatively cheap to place adverts in and are a cost-effective way
• Adverts are permanent and can be cut out and keep
• A lot of information can be put in
  
  

Disadvantages:

• Newspapers are not eye-catching
  
  

(Local products, Cars, Banks)