Ideally, marketing strategies can be identified as Above the Line or Below the Line. Above the Line advertising is a mass marketing strategy that is widely achieved via television, radio, newspaper, etc. It is usually not targeted to a specific group and is more focused on brand building. On the other hand, Below the Line advertising denotes a specific and direct marketing model. It targets a specific group and is focused on lead conversion rather than brand building. This is done through trade shows, direct mail marketing, road shows, and so on.

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