Let’s just face it, most of us just don’t have the kind of budget to cover both Above The Line and Below The Line advertising and usually for the money to work harder, most often companies would opt to run Below The Line advertising instead. When budgets are cut, often enough Above The Line advertising would be the first to go but how do you balance between Above The Line and Below The Line advertising?
The secret is that there is not perfect formula or secret to how much split spend should you be doing for Above The Line and Below The Line advertising. But here are some considerations that you should note when choosing between Above The Line and Below The Line advertising
How does Above The Line And Below The Line advertising serve your marketing objectives
If your objective is increasing brand exposure then you should be putting in more budget into your Above The Line spends. This is because Above The Line provides a more mass coverage than Below The Line
Who are your target consumers
You need to know to whom your product is targeted to. Are they exposed to more Above The Line or is Below The Line sufficient? If your answer is mass market, then Above The Line would be a good option but if your target consumers are pretty niche say area specific then opt for more Below The Line spends
Do you have sufficient distribution coverage
In order for your advertising money to work harder, you should have a good distribution coverage for you to consider Above The Line otherwise its all wasted. After all, the point of advertising is to convert them into sales and what’s the point in advertising when your product is not able to reach onto consumer’s hands?
So, what are your other concerns when choosing Above The Line or Below The Line advertising? Let me know your thoughts!