Below the line (advertising)

The below-the -line attribute (English for below the line, abbreviation BTL) is used in marketing communication activities for all so-called "non- traditional" advertising &. They are therefore in contrast to the above-the- line operations.

Term

The origin of the name is unclear. According to one explanation it stems from the image of the waterline of a ship: everything above it (the " classic" advertising) is readily apparent to anyone who UNDERNEATH mainly only for the targeted Advertised. It is therefore sought to use unconventional ways of communication and measures to address the target groups directly and personally. Therefore, below-the -line communication is usually not perceived directly as a promotional measure by the consumer.

Another explanation, according to communication campaigns in the budget for traditional advertising ( ATL) is often planned first. What the bottom line - " below the line " - now remains can then be used for non-classical BTL activities.

Characteristics

  • Sales promotion ( promotions)
  • Public relations
  • Ambient Media
  • Sponsoring
  • Any form of direct marketing
  • Contests
  • Sampling and cooperation sampling ( distribution of product samples)
  • Product Placement
  • Event Marketing
  • Mobile Marketing and Bluetooth marketing
  • Personal selling
  • Ambush Marketing
  • Social Media Marketing / Viral Marketing / Buzz Marketing
  • Guerrilla Marketing
  • Search Engine Optimization
  • Editorial contributions (eg in print media)

Below- the-line advertising is considered as a whole and direct, personal and specific target groups. The contact between an advertising and advertised is narrower, and usually there are far better feedback on the success of the measures, based both overall and on the individual person.

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