LO4: Researching How to Analyse Life In-between

Above The Line advertising is where mass media is used to promote brands and reach out to the target consumers. These include conventional media as we know it, television and radio advertising, print as well as internet.  This is communication that is targeted to a wider spread of audience and is not specific to individual consumers. ATL advertising tries to reach out to the mass as consumer audience.

Below the line advertising is more one to one and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at the point of sale, on the roads through banners and placards. It could also involve product demos and samplings at busy places like malls and marketplaces or residential complexes. 

Blue Peter - How does it reach its target audience?

"Blue Peter swaps pets for gadgets to reclaim lost viewers"

Blue Peter is attempting to reach its target audience by swapping the shows pets for gadgets as the interests of their target audience have changed over time since the show began.

Above the Line Advertising Methods

• Print (magazine) adverts
• TV Adverts
• Radio Adverts

Popular characters from films aimed at children are often used to advertise products; such as this advert showing 2 minions from the film "Despicable Me" eating fruit roll-ups, a fruit snack that is aimed at the same target audience as "Disposable Me".

The use of modern technology has allowed for new methods of advertising. Sponsored YouTube videos have become an extremely common form of advertising in recent years. A company will pay a YouTube channel with a similar target audience as them to use their product as part of one of their videos.

Strengths & Weaknesses

• Above the line advertising mediums have a wide (national/international) reach.
• The mediums like TV and radio use audio-visuals which have a better connect with the audience.
• Media advertising is a crucial tool in defining and realizing brand identity. A brand is built by the customers. The role of marketers in brand building is to reach as many prospective customers as they can and communicate to them about the brand and its benefits creatively. Above the line marketing, hence, plays an integral role when it comes to brand building.
• Can be expensive
• Not useful for products/services aimed at a niche audience
• Less flexibility when placing ads

Below the Line Advertising Methods

• Sponsorship
• In-store marketing
• Direct mail marketing

Strengths & Weaknesses

• Easier to target a specific market
• Easier to control/monitor
• Cheaper than most 'above the line' methods
• Targeting diverse cultures and users with the same theme may be difficult
• More direct contact may appear less trustworthy
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