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Unlock This CourseWhen businesses want to tell customers about their products, they have many different ways to do it. These promotional methods are split into two main groups: above the line and below the line promotion. Think of it like this - above the line promotion is like shouting from a rooftop to everyone in the town, whilst below the line promotion is like having a personal chat with each person individually.
Understanding these different types of promotion helps businesses spend their marketing budget wisely and reach the right customers in the most effective way.
Key Definitions:
This includes all the big, flashy adverts you see every day. TV commercials during your favourite shows, radio adverts whilst you're in the car and those full-page newspaper adverts. These methods cast a wide net to catch as many potential customers as possible.
This is more like precision targeting. Think of those personalised emails in your inbox, special offers sent to your home, or when a salesperson explains a product directly to you. It's all about getting up close and personal with customers.
Above the line promotion uses mass media to reach huge audiences quickly. These methods are brilliant for building brand awareness and getting your message out to millions of people at once.
TV adverts are the superstars of above the line promotion. They combine moving pictures, sound and storytelling to create memorable messages. A 30-second advert during a popular TV show can reach millions of viewers instantly.
Reaches massive audiences, creates emotional connections, demonstrates products in action, builds brand recognition quickly.
Very expensive, viewers might skip adverts, difficult to measure direct sales impact, not targeted to specific groups.
Mass market products, brand building campaigns, product launches, businesses with large advertising budgets.
Radio might seem old-fashioned, but it's still incredibly effective. People listen whilst driving, working, or exercising. Radio adverts can be produced quickly and cheaply compared to TV.
Newspapers and magazines offer different advantages. Newspapers are great for local businesses and time-sensitive offers, whilst magazines can target specific interests like fashion, sports, or hobbies.
John Lewis spends millions on their annual Christmas TV adverts, but they generate massive publicity and social media buzz. Their 2011 "The Long Wait" advert was viewed over 7 million times on YouTube and helped boost Christmas sales by 9.2%. This shows how above the line promotion can create cultural moments that extend far beyond the original advert.
Below the line promotion is all about precision and personalisation. Instead of broadcasting to everyone, these methods target specific customers with tailored messages.
This involves sending promotional materials directly to potential customers. It could be through post, email, text messages, or even phone calls. The key is that it's personal and targeted.
Physical letters, brochures, or catalogues sent to homes. Pizza delivery menus through your letterbox are a perfect example.
Promotional emails sent to customers who have signed up. Much cheaper than post and can includes links to websites.
Phone calls to potential customers. Can be very effective but many people find it annoying, so timing and approach are crucial.
These are short-term incentives designed to encourage immediate purchases. Think of "Buy One Get One Free" offers, discount coupons, or loyalty card points.
Common types include:
This is face-to-face selling where a salesperson directly interacts with potential customers. It's expensive per customer but can be incredibly effective for complex or expensive products.
Tesco's Clubcard loyalty scheme is a brilliant example of below the line promotion. By tracking what customers buy, Tesco sends personalised vouchers and offers. If you regularly buy cat food, you might receive coupons for pet products. This targeted approach has helped Tesco build customer loyalty and increase average spending per customer by 28%.
Smart businesses don't just pick one type of promotion - they combine different methods to create a promotional mix that works for their specific situation.
The most effective campaigns combine both above and below the line methods. For example, a new smartphone launch might use TV adverts to build awareness, followed by targeted emails to tech enthusiasts and in-store demonstrations for hands-on experience.
Above the line promotion typically requires larger budgets but reaches more people per pound spent. Below the line promotion can be more cost-effective for smaller businesses but requires more time and effort to manage.
Cost comparison example:
How do businesses know if their promotional campaigns are working? Different methods require different ways of measuring success.
McDonald's uses both above and below the line promotion brilliantly. Their TV adverts (above the line) build brand awareness and introduce new products like the McPlant burger. Meanwhile, their app offers personalised deals and loyalty points (below the line) to encourage repeat visits. During the 2012 Olympics, they combined TV sponsorship with location-based mobile offers near Olympic venues, creating a perfectly integrated campaign.
The internet has blurred the lines between above and below the line promotion. Social media advertising can reach millions (like above the line) but can also be precisely targeted (like below the line).
Today's businesses often use "through the line" promotion, which combines traditional methods with digital techniques. A campaign might start with a TV advert, continue with targeted social media ads and finish with personalised email follow-ups.
Understanding above and below the line promotion helps you recognise the marketing messages you encounter every day and appreciate the strategic thinking behind successful campaigns. Whether it's a catchy TV jingle that sticks in your head or a personalised offer that arrives at just the right moment, effective promotion is all about getting the right message to the right people at the right time.