Business blog

Q&A - What is the difference between “above” and “below the line” promotion?

The way in which promotion is targeted is traditionally split into two types - “above the line” and “below the line”.

Above the line promotion

This is paid for communication in the independent media e.g. advertising on TV or in the newspapers.  Though it can be targeted, it can also be seen by anyone outside the target audience.

The main aims of above-the-line promotion are to inform customers, raise awareness and build brand positioning.  Above-the-line tends to have a higher cost since the promotional methods used are less precise.

Below the line promotion

This concerns promotional activities where the business has direct control over the target or intended audience. There are many methods of below-the-line, including sales promotions, direct marketing, personal selling and sponsorship.

Featured
CPD courses

Teaching the New AQA A Level Business

Join Graham Prior and Jim Riley for a resource-packed CPD day which will help you accelerate your planning and lesson preparation for the new AQA A Level Business. We've packed this day with resources to help teach the new spec content. We also consider how best to approach the challenges of a linear Business course.

Learn more ›

Teaching & learning products

AQA BUSS1 Revision Guide

Our 20 page quick revision guide to all the key topics for AQA AS Business Studies Unit 1 (BUSS1). Enables students to cover the all the essential knowledge quickly. Also includes extensive advice on applying the theory to the BUSS1 exam studies.

£4.00

AQA GCSE Business Studies Worked Answers - Unit 1 (2013-2014)

Worked A Grade answers to recent AQA GCSE Business Studies Unit 1 exam papers together with detailed examiner commentary

£5.00