Using sports marketing to engage with consumers A Kia Motors case study
By Darlene Powers Jan 12, 2016Above-the-line
There are a number of approaches to promotion that are open to organisations. Above-the-line promotions use mass media methods. This type of promotion focuses on advertising to a large audience. It includes print, online media, television and cinema advertising.
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For starters, learn to understand that flattery should look natural , otherwise it may bring more negative outcomes than positive. All of the celebrities who have been parodied on TV screens are often good friends to these actors and comedians. 6.
As the fourth largest auto company in the world, Kia is a big brand. It offers a range of products targeted at different market segments. Above-the-line activities include adverts in the press. They also produce online banner advertisements, place advertisements on billboards and use their website to meet the needs of their consumers. Recent TV advertising campaigns have included the ‘small yet mighty’ cat for the new Picanto and the ‘future proof’ Kia cee'd, emphasising the 7 year warranty. TV advertising has also been used to relay the message that Kia is an official FIFA partner.
Making a message memorable to a large audience is not always easy. It is hard to tailor a promotion to a specific group of consumers through above-the-line promotions.
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