Without reading the review, I was wondering if anyone could please critique this abstract

There is little doubt that licensed characters are great promotional tools in themselves; the use of a relatable face on product packaging can drive sales whilst enforcing brand identity and adding character to a corporate image. In line with this, the purpose of this review is to discuss the marketing concepts and sales-promotion techniques used by licensees. Both above the line and below the line marketing strategies have been analysed. Specific focus has been placed on understanding how the promotional tools used help to convey the ‘character’ of each brand, in line with the target audience. The move towards Social Media Marketing (SMM) is beneficial for ‘tween’-focussed brands, such as Bratz and SpongeBob, in attracting a typically hard-to-reach audience. However, it has been argued that the identity of pre-school licenses such as Peppa Pig could be tarnished by attracting an unwanted secondary audience of ‘tweens’ who have a high Social Networking Potential (SNP); this audience does not watch the show yet finds appeal in the related merchandise. In sum, the promotional methods employed by the licensees are in keeping with the brand position, bearing in mind their customer profile.

Thank you