Using examples, explain the difference between above-the-line and below-the-line promotional strategies. (4 marks)

Above-the-line and below-the-line promotional strategies are two types of marketing methods which fall under promotion in the marketing mix built up using the 4Ps (Price, Promotion, Place, Product).Above-the-line promotional strategies refer to the usage of mass media to promote products/services, brands in order to reach out to a targeted group of customers. This is seen as the more traditional way of marketing. The mass media involved is usually television, radio, billboards etc. For example, the aim of ToysRUs would be to attract the most number of children as possible to their toys, hence they would opt for mass marketing through ATL strategies. This could be in the form of launching a TV advert during hours where children would normally watch TV.Below-the-line promotional strategies refer to the usage of marketing materials in order to promote products/services but only to a specific and well-defined target segment of customers. This is seen as more one-to-one and can be in the form of direct emails, Facebook adverts specific to the customer, or giving away free samples of items at particular locations. For example, companies such as De Beers are more likely to send out direct emails to their clients, as business in this trade requires one-to-one contact, hence a direct email is more effective and appropriate when trying to sell the diamond, as opposed to a simple TV advert, which may not be so appealing and welcoming.