Above-the-line and below-the-line marketing

Above-the-line and below-the-line marketing are terms used from some authors to differentiate between broadcast and targeted marketing techniques. Above-the-line marketing refers to mass market advertising that is oftenused to push specific promotional messages out to large audiences or to build your brand. Below-the-line is used to tailor your communications to individuals or segments to ensure a more powerful message. Through-the-line is a term often used and this simply refers to creating an integrated approach by using an appropriate blend of above and below-the-line marketing. To help you further understand the split, given below is a list of

Marketing channels that would fall into each bracket:

● Above-the-line: –– TV; –– radio; –– press; –– display advertising; –– outdoor.

 ● Below-the-line: –– SEO; –– direct mail; –– paid search; –– e-mail; –– direct selling.

 Of course this blog is devoted to help you understand better the “below-the-line” type of channel, these channels are becoming more and more popular as they were more powerful to bring you better results for your business.