What is above the line marketing?

Introduction

Above the line marketing is a term commonly used in the advertising industry to refer to traditional mass media marketing methods. It encompasses various forms of advertising that are aimed at a wide audience and typically involve paid media placements. In this article, we will dive deeper into the concept of above the line marketing, exploring its key characteristics, examples, and its role in the modern marketing landscape.

Characteristics of Above the Line Marketing

Wide Audience Reach: One of the key characteristics of above the line marketing is its ability to reach a large audience. This form of marketing targets a broad demographic, aiming to capture the attention of as many people as possible. Examples of above the line marketing channels include television, radio, print media, and outdoor advertising.

Mass Media Platforms: Above the line marketing relies heavily on mass media platforms to disseminate advertising messages. Television commercials, radio spots, newspaper ads, and billboards are all examples of mass media channels commonly used in above the line marketing campaigns. These platforms offer a broad reach and allow advertisers to communicate their message to a wide audience.

Brand Building: Above the line marketing plays a crucial role in brand building. By utilizing mass media channels, advertisers can create brand awareness and establish their brand identity among a large audience. Through consistent messaging and repeated exposure, above the line marketing helps to shape consumer perceptions and build brand recognition.

High Cost: Above the line marketing campaigns often require significant financial investment. The cost of media placements on mass media channels can be substantial, especially for prime time television slots or full-page newspaper ads. The expense associated with above the line marketing is one of the reasons why it is typically used by larger companies with bigger marketing budgets.

Examples of Above the Line Marketing

Television Commercials: Television commercials are a classic example of above the line marketing. Companies create engaging and memorable advertisements to be aired during popular TV shows or events, reaching a wide audience. These commercials often aim to evoke emotions, entertain viewers, and leave a lasting impression.

Radio Advertising: Radio advertising is another form of above the line marketing. Companies create audio ads that are broadcasted on various radio stations, targeting listeners during their daily commutes or while they engage in other activities. Radio ads often utilize jingles, catchy slogans, and memorable voices to capture attention.

Print Media: Above the line marketing also includes print media, such as newspapers and magazines. Advertisers place full-page or half-page ads in these publications to reach a broad readership. Print ads often feature compelling visuals and persuasive copy to engage readers and promote products or services.

Outdoor Advertising: Billboards, bus stop ads, and other forms of outdoor advertising are part of above the line marketing. These advertisements are strategically placed in high-traffic areas to maximize visibility and exposure. Outdoor ads often use bold visuals and concise messaging to grab attention in a short span of time.

Conclusion

Above the line marketing encompasses traditional mass media advertising methods that aim to reach a wide audience. It involves channels such as television, radio, print media, and outdoor advertising. Above the line marketing is characterized by its broad reach, reliance on mass media platforms, role in brand building, and high cost. Despite the rise of digital marketing, above the line marketing continues to play a significant role in the marketing strategies of many companies.