Above-the-line promotion includes which of the following?

Above-the-line promotion includes which of the following?

• A. Television advertising
• B. Press releases
• C. Point-of-sale displays
• D. Coupons

Answer: (A)

Above-the-line promotion uses paid mass media to reach a wide audience. Television advertising fits this because it broadcasts a message to a large, general audience through a paid channel. The other options are not typically considered above-the-line: a press release is part of public relations and aims to generate publicity rather than pay-for-broadcast advertising; point-of-sale displays and coupons are sales promotions targeted at shoppers in-store and at the point of purchase, which are considered below-the-line activities.

Above-the-line promotion uses paid mass media to reach a wide audience. Television advertising fits this because it broadcasts a message to a large, general audience through a paid channel. The other options are not typically considered above-the-line: a press release is part of public relations and aims to generate publicity rather than pay-for-broadcast advertising; point-of-sale displays and coupons are sales promotions targeted at shoppers in-store and at the point of purchase, which are considered below-the-line activities.