Above the line and below the line promotion business plan

The mediums convey the message to everyone who has an access to them. When relying on TV or radio ads, the only way to gauge effectiveness is to ask customers how they heard about the business. Since audience numbers in the Interest and Desire phase of the AIDA sales model narrow down to a fraction of the Awareness audience, the line could be drawn right below the awareness set of activities.

Reflecting back what you see. BTL services may include those for which a fee is agreed upon and charged up front.

Above the Line Advertising Explained in Detail With Examples

Hence this BTL strategy could result in more conversions if planned properly. They give us the reach and the focus to implement marketing strategies that have a wide reach, yet narrow focus.

Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing

It is also easier to track conversions with below-the-line methods. It is just that till now it was taken a bit for granted and not too many innovations were made. It can be coupled with in-store sales to help explain the features of the product.

Are there other alternative perspectives or interpretations. 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.

Advertising

In it was 2. This type of advertising is often centered on specific localities and is used to promote products that a consumer wants to see in person.

This is critical in a 21st century business landscape where reputation matters more than ever.

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

We came across this short you-tube video recently made by the Conscious leadership groupthat gave a good overview of the concept — and posed an interesting question.

In the United States, the success of this advertising format eventually led to the growth of mail-order advertising. The role of marketers in brand building is to reach as many prospective customers as they can and communicate to them about the brand and its benefits creatively.

Inthe main advertising media in America were newspapers, magazines, signs on streetcarsand outdoor posters. In Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers.

Not that the idea of today is always better than the older idea, but it is different — it hits the present taste. A Few Visual Examples Here are a couple of adverts that might help explain this in more detail: Radio Psychologists tell us that consumers need to be exposed to an advertising message at least three times before it begins to penetrate.

The ad would be aired across the nation, with every viewer seeing the exact same message. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.

The mediums convey the message to everyone who has an access to them. Online advertising With the advent of the ad serveronline advertising grew, contributing to the " dot-com " boom of the s.

If we are to find a way forward, what could we do.

above the line

Since BTL marketing strategies are extremely targeted, results are better in terms of conversions. Or are you below the line — finding it easier to deny, blame or excuse?. The term above the line is used for advertising involving mass media; other types of advertising and promotion are referred to as below the line.

[50] Traditional media [ edit ]. The term above the line is used for advertising involving mass media; other types of advertising and promotion are referred to as below the line.

[50] Traditional media [ edit ].

Above the Line, Below the Line

Below the line (BTL) advertising is more one to one, and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards. One of the things which confuses many of our student readers is the distinguishing features between Above the line vs below the line marketing.

Here is the comparison of Above the line Vs Below the line marketing commonly known as ATL vs BTL. Above the line marketing is expensive. 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. Marketing communications, in the form of above and below the line promotion, lies at the very centre of any marketing plan.

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Above the line and below the line promotion business plan
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Above the Line Advertising Explained in Detail With Examples