Above-the-line Marketing
Above-the-line marketing refers to promotional activities that are designed to reach a wider audience and create brand awareness. This type of marketing typically includes mass media channels such as television, radio, print, and outdoor advertising.
A key characteristic of above-the-line marketing is that it is not targeted at specific individuals or groups, but rather aims to reach a broad audience. This makes it an effective tool for building brand recognition and reaching a large number of people quickly.
Examples of above-the-line marketing include national television commercials, full-page magazine ads, and billboard advertisements. These types of campaigns are often used to launch new products, promote special offers, or build brand awareness.
Benefits of above-the-line marketing:
- Reach a large audience quickly
- Build brand recognition
- Create buzz and excitement around a product or service
Above-the-line marketing is an important component of a comprehensive marketing strategy, as it helps companies reach a broad audience and create brand awareness on a large scale.
For more information on above-the-line marketing, you can visit Wikipedia.