Unit 20

 Below the line advertising  Where the products are promoted in media other than mainstream radio or television    Above the line advertising  The advertising is going to be deployed around a wider target audience e.g television, radio, billboards 

 to create awareness. educate and inform introducer a new product to the market ( diversification) increasing sales and making profit , maker customers feel like they need the product Rebrand and existing product , brand might be old so it has to keep up with its time and ethical reasons e.g. uncle Bens generating feedback, get audience feed back but also they might want to use it future advertisements