Above and Below Advertising




11/09/19 

What Is above and below the line advertising?


Below the Line Advertising


¤Below the line advertising is a strategy where the advertised product is promoted in media forms other than mainstream radio, television, billboards, print or film formats.
¤The main types of Below the line advertising are more direct campaigns of targeting such as Mail, Trade Shows, Catalogs and targeted Search Engine Marketing.
¤The advantage of this type of advertisement methods tend to be less expensive and more focused than other forms of advertisement.
    

Through the Line Advertising


¤Through the line advertising captures the best parts of Above the line and Below the line advertising.
¤This form of advertisement allows the marketers focus on the select audience that their product is made for while broadening their audience to make a larger profit by allowing others to use their product.
¤The way that through the line advertising is done is through 360º Marketing which is the idea of brand building as well as direct approach, Digital Marketing is cookie based which allows the user to get personalised communication of their future advertisements.

Above the Line Advertising


¤Above the line advertisement are more broad and aim to capture a wide audience in order to inform customers of the brand that is being advertised. 
¤The main ways of above the line advertisement are done through Television, Radio and Print.
¤The advantage of this type of marketing is that Above the line advertising is better for brand building to capture their audience and then focus on that audience.


My Product
My product is in the Digital/Video Game sector, more specifically the game Star Wars Battlefront 2. It would generally be using the below the line methods of advertisements as video games are based at a more mature audience with a gaming platform of some sorts, i.e. an Xbox or Gaming PC, etc. However I would use an above the line method to attract a wider audience, that are interested in similar things, to increase the product profit. So methods such as Television adverts would be an above the line method to increase the target audience size but the main method I would use is targeted Search Engine marketing, utilising cookies, for people that have an interest in the product.

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