Promotion- Above the line + Below the line

There are many ways for promotion of a product or service, i will be talking about two in particular; above the line promotion and below the line promotion, i elaborate on the two below.

Starting with above the line promotion, this type of promotion focuses on using methods for mass media and aiming at a large/mass audience. Type of above the line promotion include; print, online media, television and even cinema advertising. An example is for the music industry, it is key for them as they need to let people know when the artists will release a new album or song. This is represented in many forms in terms of above the line. Recently the boost has been towards using Youtube and to have an advertisement on Youtube is effective, due to the website being a common place to listen to music from, channel such as VEVO, it allows advertisements before the actual video plays, banners, website promotions and even the creation of Youtube pages for the artist or band. All of the listed are forms of 'above the line promotion'. It is difficult to tailor a promotion to a specific group of people through above the line and this is because it is viewed by a mass audience will all different needs and demands making above the line very expensive as well.

Another form of promotion is 'Below the line', this is a more specific type of promotion and are memorable focused activities targeted to consumers, in  a way under the control of an organisation. Group which are defined group such as specific genre consumers e.g: rap, pop and rock. These are specified and clearly defined group, that are targeted specifically rather then mass targets These are consumers/people who have promotion towards them using above the line activity. Using these the purpose is to develop the brand by creating awareness and building a brand profile. Other below the line methods include; Sponsorship, telesales, direct marketing, public relations, sale promotions and personal selling.  An example of some sort could be towards the sales promotion which links in with direct selling. This is below the line and could be done by smaller artists who have less to spend on marketing, promotion. Using direct selling and promotion outside venues where music is related maybe a show is happening for a larger artist and their maybe a queue of some sort, the smaller artist could be going around to the people in the approaching them about their music or albums. This usually happens and occurs when the music genre of the artist with the concert is similar or the same to the artist that is smaller doing direct sales/promotion. E.g: rap artist is having a concert and there is a queue, smaller rap artist goes around trying to sell his albums or promote himself but usually both.