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Above and below the line, PR and branding
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Promotion can be split into paid mass media and more targeted methods. Public relations and branding build a business's image.
Above the line
Above the line promotion uses paid mass media: TV, radio, newspapers, cinema, billboards and online adverts.
It reaches huge audiences but is expensive and not always well targeted.
It reaches huge audiences but is expensive and not always well targeted.
Below the line
Below the line promotion is more direct and targeted: sales promotions (special offers, free samples, competitions), direct mail, sponsorship, point-of-sale displays and personal selling.
It is often cheaper and easier to measure.
It is often cheaper and easier to measure.
Public relations and branding
Public relations (PR) means getting positive coverage and building a good image, for example press releases, charity events and responding to the media.
A brand is a name, symbol or design that identifies a product. Strong brands create loyalty, let businesses charge higher prices and make new products easier to launch.
A brand is a name, symbol or design that identifies a product. Strong brands create loyalty, let businesses charge higher prices and make new products easier to launch.
A soft drinks company runs a TV advert and gives out free cans at a festival. Classify each.
- The TV advert uses mass media: above the line.
- Free samples are a sales promotion: below the line.
Answer: TV advert: above the line. Free cans: below the line.
Above the line: paid mass media adverts. Below the line: targeted methods like sales promotions, direct mail and sponsorship. PR builds image through positive coverage. Strong brands bring loyalty and higher prices.
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