Above-the-line marketing
Above-the-line marketing refers to promotional activities that are carried out through mass media channels such as television, radio, print, and outdoor advertising. This type of marketing is used to reach a wide audience and create brand awareness.
One of the main advantages of above-the-line marketing is its ability to reach a large number of people quickly. For example, a television advertisement during a popular show can reach millions of viewers in a short amount of time. This can help companies to increase their brand visibility and attract new customers.
Another advantage of above-the-line marketing is its ability to create a strong emotional connection with consumers. For example, a well-crafted radio jingle or a visually appealing print ad can evoke positive emotions and create a lasting impression on the audience.
Overall, above-the-line marketing can be an effective tool for companies looking to reach a wide audience and build brand awareness. However, it can also be expensive and may not always provide a direct return on investment.
Examples of above-the-line marketing:
- Television commercials
- Radio advertisements
- Newspaper and magazine ads
- Outdoor billboards
For more information on above-the-line marketing, you can visit the Wikipedia page here.