below-the-line communication is when consumers enter a store they are given entry forms to fill in. (Mishra, 2009) Adidas has focused mainly on above-the-line advertising, its form of marketing is depicted through its adverts on television, and sport athletes are wearing Adidas clothes and are seen as front covers of newspaper and magazines. (Mishra, 2009) Above-the-line technique is effective and successful when the target group is very large and the message and logo of the brand is needed to be maximized…
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