Promotion Strategies Above the Line: Definition, Classification, and Guidelines
In the dynamic world of business, reaching the right audience is crucial for the success of any promotional campaign. Companies today have a plethora of media channels at their disposal, each with its unique advantages and target demographics.
Online channels, such as the web, blog, and social media, have the broadest reach among other media types. They expose not only national but also international audiences, making them an ideal choice for companies looking to cast a wide net. Audiences can access these channels more flexibly as long as they are connected to an internet network and a smartphone. Companies may use LinkedIn's magazine or social media channels when targeting professionals, or choose specific broadcast times for television advertising to target their desired audience.
Traditional media, on the other hand, still holds significant value. Above-the-line promotion, which includes newspapers, magazines, radio, and television, offers the primary advantage of reaching a wide audience, both locally, nationally, and internationally. Newspaper promotions target specific geographic areas, with coverage ranging from national to local. Magazines offer targeted advertising to specific audiences, such as those based on profession, sector, or hobby. Radio advertising targets specific demographics, such as teenagers.
One notable example of successful above-the-line advertising is Amazon's over-the-line campaigns in the German-speaking region. These campaigns significantly increased advertising revenues for Amazon, contributing to an estimated annual sales volume of around 500 million euros in the DACH area. Amazon's growth in advertising revenue almost doubled in 2018 compared to 2017.
The target audience profile is essential for developing an effective promotional message. Companies must choose the right time to reach their target audience, so advertising goals are achieved. For example, for mass products, companies can choose mass media such as television and national newspapers. Meanwhile, for differentiated products, magazines are the right channel.
Television advertising produces a high emotional connection due to its use of sound and visual effects. Promotion through magazines has a relatively longer shelf life compared to newspapers. Radio advertising offers the convenience of multitasking as audiences can listen while performing other tasks.
Each media owner charges a different fee, and companies usually also consider the effectiveness of each medium and budget. Advertising time is positively correlated with exposure to the audience, especially for television media. Television advertising allows for repeated exposure of ads to audiences, making it effective for reminders. Companies may consider a local newspaper for a local market.
In conclusion, the choice of media for advertising depends on the nature of the product, the target audience, and the budget. Companies must carefully consider these factors to ensure their promotional messages reach the right people at the right time.
