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Above and Below the Line Marketing and why you need both

As the year begins to draw to a close and before the festive season gets underway, It’s important to start thinking about how you are going to start next years advertising with a bang.


There are different types of Advertising and it’s vital you use a mixture of types in order to achieve the best results.


Above the line

The first type of advertising is known as Above the line marketing and in simple terms is a way of targeting mass audiences at once. This could be with radio, TV or print media such as newspapers, magazines and billboards or even adverts in the cinema.


There are many advantages to Above the line advertising as its designed to reach a larger audience

Therefore boosting your overall brand awareness. ATL advertising requires a customer's audio and visual attention meaning its attention grabbing and has a large reach.


However, ATL marketing is often more expensive and is aimed at targeting a mass market rather than tapping into your target audience therefore it is important you use it in conjunction with Below the line marketing.


Below the Line

Below the line marketing is aimed at reaching your target audience; this could be via email campaigns, social media, sponsorship, flyers and brochures or direct mail.


Below the line Marketing allows you to focus on targeting your audience and allows you to build up customer connections. It is also a very measurable form of marketing. For example, looking at your social media analytics can help you to gauge how well your campaign is working and you can adjust it accordingly.


It may shock you that social media is classed as below the line advertising, on the surface you might think social media is a way of showcasing your brand or business to the mass market and that would make it above the line. However, Social media works on algorithms and everyones explore or ‘for you’ page is based upon their interests therefore, your content will appear on the explore pages of those already in your target audience.


Why do you need both?

Because Above and Below the line marketing focus on targeting different parts of your audience, it is vital you use both methods of advertising to ensure you have the widest reach possible.



Next month I will be talking through how you can connect with your customers at the end of the year and the many ways you can do this.


Get in touch by emailing me at contact@mollymcguinness.co.uk.


I look forward to hearing from you and seeing how I can help elevate your brand or business.


If you have any suggestions for future blog posts or need any quick advice, please feel free to contact me with your suggestions or questions.


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