Promotions that occur before the filming of a movie, their definition, categories, and evaluation criteria
Above-the-line promotion is a popular advertising method that reaches a broad audience through traditional media channels. This includes newspapers, magazines, radio, and television.
The potential media partners for these promotions are varied. For instance, ROCK ANTENNE Hamburg, RADIO Hamburg, FLUX FM, and taz – die tageszeitung are some options for radio and online media. Television and newspapers offer a wider reach, with potential partners including national networks and local newspapers.
Each medium has its unique advantages. For instance, radio offers convenience as audiences can multitask while listening. Television promotions, on the other hand, produce a high emotional connection due to the combination of sound and visual effects.
Magazine promotions, with their relatively long shelf life, are ideal for differentiated products. Online channels, with their broadest reach, expose both national and international audiences, offering flexible access as long as an internet network and a smartphone are available.
Newspaper promotions, while short-lived, boast a large audience in specific geographies, with coverage that can be national or local. For a local market, local newspapers can be considered for advertising.
Companies must carefully consider costs and effectiveness when choosing media, aiming to spend within budget for the most effective media. It's crucial to choose the right time to reach the target audience, ensuring advertising goals are achieved.
For mass products, companies can opt for mass media such as television and national newspapers. On the other hand, for differentiated products, magazines or online channels might be the right choice. Companies targeting professionals might find LinkedIn's magazine or social media channels particularly useful.
In conclusion, above-the-line promotion offers a wide audience reach, both locally, nationally, and internationally. Each medium has its strengths and should be chosen based on the specific needs of the product and the target audience. By considering costs, effectiveness, and timing, companies can make informed decisions to achieve their advertising goals.
