Above-the-Line Promotion
- Above-the-Line Promotion promotion refers to advertising activities that are aimed at reaching a wide audience through traditional mass media channels to create awareness about a product, service, or brand.
- These channels typically include television, radio, newspapers, magazines and outdoor advertising such as billboards
- These channels typically include television, radio, newspapers, magazines and outdoor advertising such as billboards
Diagram: Characteristics of Above-the-Line Promotion
Above-the-line promotion aims to reach the masses and build brand awareness
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Mass reach: Above-the-line promotion aims to reach a large number of people often through broadcasting media and is designed to create brand awareness and generate interest among a wide audience
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Non-targeted: It is generally not tailored to a specific customer segment and aims to capture the attention of as many people as possible
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High cost: Traditional above-the-line promotion methods require significant budgets due to the costs associated with advertising on television, radio or print media
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Brand building: Above-the-line promotion plays a crucial role in brand building by establishing brand recognition and familiarity among consumers
Types of Above-the-Line Promotion
- Above-the-line promotion can be classified as being informative, persuasive or reassuring
Types of Above-the-Line Promotion
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Persuasive |
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Reassuring |
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The Advantages & Disadvantages of Using Above-the-Line Promotion
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