Above-the-line promotion is the use of promotional methods that cannot be directly controlled by the company selling the goods or service, such as television or press advertising. Compare below-the-line promotion.
Above-the-line promotions focus at directing the communication towards the mass market. All promotional messages are not targeted, meaning they do not focus on a specific target group. The idea behind this is to inform customers about the availability of the product. Marketers seek to encourage customers to visit stores and actively seek the product. These strategies help companies reach a larger audience and create brand visibility.