WHAT DOES BELOW-THE-LINE ADVERTISING MEAN IN ENGLISH?
Below the line (advertising)
Above the line ,
below the line , and
through the line , in organizational business and marketing communications, are advertising techniques, or different strategies companies use to sell their products. In a nutshell, while ATL communications use media that are broadcast and published to mass audiences, BTL communication use media that are more niche focused. While both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers, it is BTL interaction that gives the marketer the ability to tailor their messaging in a more personal manner to the audience. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. These insights can then be used to inform the next BTL communication to the audience and tailor the messaging based on the feedback received. "Through the line" refers to an advertising strategy involving both above and below the line communications. This strategic approach allows brands to engage with a customer at multiple points.
Definition of below-the-line advertising in the English dictionary
The definition of below-the-line advertising in the dictionary is employing sales promotions, direct marketing, in-store exhibitions and displays, trade shows, sponsorship, and merchandising that do not involve an advertising agency.
10 ENGLISH BOOKS RELATING TO «BELOW-THE-LINE ADVERTISING»
Discover the use of
below-the-line advertising in the following bibliographical selection. Books relating to
below-the-line advertising and brief extracts from same to provide context of its use in English literature.
1
Marketing Communications: An Integrated Approach
An Integrated Approach Paul Russell Smith, Jonathan Taylor. 900 million brand
moments What is our product (financial services)? I say it is our staff. The product
is the experience, the brand moment. NatWest calculate they have 900 million ...
Paul Russell Smith, Jonathan Taylor,
2004
... those with something to sell and the media, saving the latter a great deal of
time and trouble (and, of course, money). Below-the-line Meanwhile, below-the-
line advertising included virtually everything else, especially forms of 10
ADVERTISI ...
3
Careers in Marketing,
Advertising and Public Relations
Below-the-line advertising covers the vast 'indirect' promotion and marketing
industry. The name is an elastic term, describing any way of promoting a product
that doesn't fall into the above paragraph; it includes leaflet distribution, direct
mail, ...
4
Sales Management: Keys to Effective Sales
Below the line advertising typically focuses on direct means of communication,
most commonly direct mail and e-mail, often using highly targeted lists of names
to maximize response rates. In addition, according to Kunal Bhardwaj, Above the
...
5
Advertising Worldwide:
Advertising Conditions in Selected ...
2.1 The Structure of Investments in Communication 2.1.1 Total Expenditure
Expenditures on advertising in the five mass media (above-the-line advertising)
and in the other communication media (below-the-line advertising) is roughly
divided ...
Ingomar Kloss, M. Abe,
2001
6
The Advanced Dictionary of Marketing : Putting Theory to ...
Below-the-line advertising can involve the use of any form of non- mass media
promotion including sales promotions (e.g. premiums, price reductions, displays,
and related point-of-sale activity), direct marketing, public relations activity, ...
(Radio Authority, 2001, Section 2, Rule 1) Above and below the line Traditionally,
marketing practitioners have dis— tinguished promotional methods as being
either 'above the line' or 'below the line'. Advertising lies above and every other ...
8
Powers of Persuasion:
The Inside Story of British ...
Historically advertising has been split into what was called 'abovethe-line'
advertising and 'below-the-line' advertising. Nobody knows where this mythical
line originated, but it probably came from the way some large advertisers divided
their ...
J. R. Helton. work on their film Miller's Crossing. Despite this shunning (which
soon graduated to a divorce), Tom spent all of his conversation hours with me
and my patient ear giving me the highlights of Alma's career, saying nothing of
his ...
10
Ads to Icons: How
Advertising Succeeds in a Multimedia Age
... Saatchi & Saatchi set up Saatchi Direct; Publicis developed Publicis Dialog.
Media holding groups such as Omnicrom, Publicis, WPP and Havas acquired
successful below-the-line advertising firms. Media advertising agencies such as
Grey ...
10 NEWS ITEMS WHICH INCLUDE THE TERM «BELOW-THE-LINE ADVERTISING»
Find out what the national and international press are talking about and how the term
below-the-line advertising is used in the context of the following news items.
How Advertiser Sales Data Will Turn The Sales Funnel Into An …
Historically, this information has been used for below-the-line advertising tactics such as direct mail but not until now has it been used for ... «MediaPost Communications, May 15»
Traffik360: Clears the road for BTL
Below-the-line advertising has been the preferred method of companies looking to directly engage and communicate with consumers, says ... «Khaleej Times, May 15»
Marcel Khairallah
Below-the-line advertising is subtle and engaging. Email campaigns, point-of-sale material, business gifts, brand activations and promotional ... «AhlanLive.com, Mar 15»
Xiaomi: Freshness of brand key to our success
... panel discussion on content at Mobile World Congress, noted that Xiaomi doesn't spend on above-the-line or below-the-line advertising and ... «Mobile World Live, Mar 15»
Awakening a monster in the Porsche Boxster
I left the inane, bullshit world of below-the-line advertising and drove a modern 911. I loved it. Not long after that, I found myself behind the ... «Rand Daily Mail, Mar 15»
KSE investors: few but rising
In one initiative, the KSE even conducted a below-the-line advertising exercise in collaboration with a mutual fund. After that BTL, KSE sources ... «Business Recorder, Feb 15»
Arla Foods enters yogurt category in UK with protein product
... below-the-line advertising campaigns. Arla said it sees a particular opportunity with launching products to compete within the yogurt category ... «Retail Times, Jan 15»
State extends grip on media
This appears to be a reputable graphic design below-the-line advertising company. It may have been worth the bucks, who knows? But then in ... «Noseweek, Jan 15»
Campaigns & Grey secures creative duties for P5M Felcris Centrale
... and out of home advertising (OOH) for the business, expanding a pitch that initially only included below-the-line advertising (BTL) and digital. «Marketing Interactive, Dec 14»
Pepperfry.com: Happy Furnishing
"Below-the-line advertising can prove to be more sustainable as they can be done for a longer duration. It will also help in reaching out to the ... «afaqs, Oct 14»