Promotional Strategies

Question 1

above the line promotion

Answer 1

use of paid-for mass media sources to promote product (e.g. television, magazines, radio, cinema, newspapers, outdoor advertising)

Question 2

below the line promotion

Answer 2

use of non mass media sources for promotional activities (e.g. direct marketing, personal selling, WOM marketing, etc, point of sales marketing, trade shows, sponsorships, guerilla marketing)

Question 3

through the line promotion

Answer 3

• involves both ATL and BTL
• integrated market approach where consistent message is spread across multiple platforms
• wide reach, focused customer engagements