Above the line promotion& Below the line promotion

Promotion Strategies

Above the line promtotion

Above the line is a type of advertising which is shown through media such as TV, Cinema, Radio, Print, Banners and search engines to promote brands such as films. The highest uses are things such as radio and television advertising, and web banner adverts. This type of ad is impersonal to customers as it is communication in a conventional nature.

Below The Line promotion

below the line promotions are short-term incentives and are aimed at customers making it more personal. With increasing pressure on marketing teams to achieve communication objectives more efficiently despite their limited budget. They use less conventional methods with a delayed or immediate incentive to purchase with a temporary effect on the audience. They include activities such as direct mail, public relations and sales promotions.

2012 (hollywood blockbuster) with a budget of $200 million, spent $4 million on advertising

The men who stares at goats (working title film) with a budget of $25 million.

Since Four Weddings And A Funeral in 1994 the advertising strategies developed are internet marketing such as banners, websites and targetted emailing. There is now mobile marketing, consisting of recieving the information through a text. Search engine marketing is the text ads that appear on the top and right column when someone performs a search using Google, Yahoo, etc. which are above the line marketing.