Above the line and below the line promotion business plan

BTL services may include those for which a fee is agreed upon and charged up front. It is an era of mass media plus below-the-line. The line As mentioned above, the line was born out of an accounting definition in terms of above the line capital expenditure or below the line current expenditure.

This MarketingWit write-up explains above the line advertising with examples. Advertisers need to ensure that this phase is carefully executed so that the brand image and reputation of the product remains intact.

In most cases, extensive market research is done first to identify a target niche of hungry buyers.

Difference between ‘above the line’ and ‘below the line’ advertising

The situation changed when the first full-service advertising agency of N. ATL advertising tries to reach out to the mass as consumer audience. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertisingsuch as QVCHome Shopping Networkand ShopTV Canada.

If we had to move past seeing the problem, and imaging the possibility — how does this change things. In Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad — the copy, layout, and artwork — was still prepared by the company wishing to advertise; in effect, Palmer was a space broker.

Youssef Tuffaha Leave a comment Above the line ATLbelow the line BTLand through the line TTLin organizational business and marketing communications, are advertising techniques, or different strategies companies use to sell their products.

This has led to other similar efforts and an increase in interactive advertising. This is communication that is targeted to a wider spread of audience, and is not specific to individual consumers.

The layman may or may not listen to the radio as much as he watches television, but it does have a contribution - people listen to the radio while they go for an evening walk, while traveling, etc. I am glad the industry is planning to revolutionise this game. For example, BTL marketing can sometimes be the best solution for a small business serving a local catchment area.

above the line

At first, agencies were brokers for advertisement space in newspapers. Companies can choose any kind of technique they wish to, depending on their products. Bytelevision and radio had become major advertising media; bythe balance between broadcast and online advertising had shifted, with online spending exceeding broadcast.

It can be coupled with in-store sales to help explain the features of the product. He is reasonable, but he is to a greater extent suggestible".

Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers town criers to announce their whereabouts. He is reasonable, but he is to a greater extent suggestible". It is also easier to track conversions with below-the-line methods.

Above-The-Line Costs

It is also easier to track conversions with below-the-line methods. BTL advertising is advertising that uses less conventional methods of advertising that the specific channels of advertising that may or may not be used by ATL advertising to promote products and services.

Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Or are you below the line — finding it easier to deny, blame or excuse.

Below The Line Advertising

Below the line advertising typically focuses on direct means of communication often using highly targeted lists of names to maximize response rates. Billboards Erecting billboards is a well-known strategy of above the line advertising. They seem simple enough. While this type of advertising reaches a lot of people, it is not focused, and many of the ad's recipients are likely not target customers.

Therefore viral marketing may prove to be harmful at times. They give us the reach and the focus to implement marketing strategies that have a wide reach, yet narrow focus.

You know what you are doing, but nobody else does.


ATL promotions are also difficult to measure well, while BTL promotions are highly measurable,giving marketers valuable insights into their return-on-investment. Below-the-Line Advertising Above-the-line advertising is designed to reach a mass audience, typically through mediums that reach large numbers of people at various levels of engagement.

Are there other alternative perspectives or interpretations. Direct to Consumer Advertising A similar example of this that you might have seen before is the Red Bull Mini shown below. For certain markets, like rural markets where the reach of mass media like print or television is limited, BTL marketing with direct consumer outreach programmes do make the most sense.

The tradition of wall painting can be traced back to Indian rock art paintings that date back to BC. Above the line (ATL) advertising is a technique that involves promoting products through tele-media and related resources.

In fact, a majority of the advertising that is. There is an interesting concept about the way we think and behave called ‘Above and Below’ the line. It is used often in organisations trying to embed the values into the way people work, and can be used in a coaching sense when helping to unpack someone’s thinking.

Below-the-line advertising is an advertising strategy in which a product is promoted in mediums other than radio, television, billboards, print and film. Above the line marketing is comprised of Media vehicles such as television, radio, newspapers and others.

but the bulk of business for BTL activities is nowadays coming from small and medium enterprises also. the material help me to distinguish between above the line and below the line concepts thank you so much!

Above the Line Advertising Explained in Detail With Examples

Reply. Brandon Park. Consider how above-the-line and below-the-line marketing works, and which is better for your business. Unlike 08 numbers, 03 numbers cost the same to call as geographic landline numbers (starting 01 and 02), even from a mobile phone.

Marketing activities (basically advertisements) today can be divided into three segments – Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing.

Above the line and below the line promotion business plan
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Below The Line Advertising