Q&A - What is the difference between “above” and “below the line” promotion?

The way in which promotion is targeted is traditionally split into two types - “above the line” and “below the line”.

Above the line promotion

This is paid for communication in the independent media e.g. advertising on TV or in the newspapers.  Though it can be targeted, it can also be seen by anyone outside the target audience.

The main aims of above-the-line promotion are to inform customers, raise awareness and build brand positioning.  Above-the-line tends to have a higher cost since the promotional methods used are less precise.

Below the line promotion

This concerns promotional activities where the business has direct control over the target or intended audience. There are many methods of below-the-line, including sales promotions, direct marketing, personal selling and sponsorship.

Revision Presentation - Marketing Mix: Introduction to Promotion [17 May 2012]
Simple solutions to everyday problems - Spanx [11 Mar 2012]
WiiU- How a strong brand name could confuse the customer. [28 Jan 2012]
Nationwide gets “Streetwise” with it’s marketing [17 Nov 2011]
Revision Quiz - Marketing: Promotion [1 Nov 2011]
The tattoo - advertising for life! [9 May 2011]
Using Chucklevision to Teach Business [8 May 2011]
Booming Billboards [27 Apr 2011]
Revision games - Marketing Basics (True / False) [16 Feb 2011]
Q&A - What is personal selling and merchandising? [2 Jan 2011]
Q&A - Outline the role of public relations and sponsorship in promotion [2 Jan 2011]
Q&A - Describe the main features of advertising as a method of promotion [2 Jan 2011]
Q&A - What are the main aims of promotion? [2 Jan 2011]
Q&A - What is promotion? [2 Jan 2011]
Q&A - Outline the main methods of sales promotion [2 Jan 2011]
Q&A - Describe the main ways direct marketing is used in promotion [2 Jan 2011]
Promotional tactics on social media under scrutiny [13 Dec 2010]
Revision Crossword - Promotion Basics [6 Nov 2010]
Sensory marketing [19 Jun 2010]
The dangers of focus on one product [9 May 2010]
Marketing strategy in a recession - is attack better than defence? [17 Feb 2010]
The Museum of Brands - well worth a visit [14 Feb 2010]
Revision Quiz - Marketing Mix (20 Questions) [12 Feb 2010]
BOGOF becomes BOGOFL (or BNFNT) [18 Nov 2009]
Promotion under fire as BMA calls for ban on drinks marketing [8 Sep 2009]
Using Celebrities In Adverts [18 Aug 2009]
Q&A - What goes into the “marketing mix”? [1 May 2009]
New product development creates waves in the pool [17 Aug 2008]

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