What does "above-the-line" advertising refer to?

"Above-the-line" advertising refers to traditional mass media advertising, which encompasses strategies that reach wide audiences through media channels such as television, radio, print, and outdoor advertising. This form of advertising is characterized by its broad reach and is focused on creating brand awareness and fostering a general audience perception rather than targeting specific consumer segments.

In contrast to below-the-line advertising, which involves more targeted and direct communication strategies such as promotional campaigns and personal selling, above-the-line strategies aim for expansive visibility and brand presence. This distinction highlights the importance of mass media in shaping public awareness and maintaining brand recognition among a diverse audience.