for promoting a product or service to large audiences, but will reach interested and noninterested consumers alike. In addition, these forms of advertising are generally... Read full page Listen to page 5 Below-the-line promotion uses methods over which organisations have greater control. It covers many activities, which are more easily tailored and targeted to selected and relevant audiences. These might typically include news articles and press releases, direct mail, sales promotions, exhibitions, sponsorship or events. Wallace and Gromit In order to achieve its new strategy, the National Trust... Read full page Listen to page 6 All marketing activity needs to be tailored to reflect a business' target audience. It also needs to be able to show return on investment. For a non-profit making organisation like the National Trust, ensuring its promotional activities give value for money is critical. The use of social media aims to improve public perception, but the Trust's campaigns have also shown savings in... Read full page Teaching resources for this case study This case study looks at how the National Trust is now adopting a new strategy and modern marketing techniques to excite a younger audience, generate new members and enhance its position as an employer with young people.