Publicidad below the line

What is btl

The advertising technique «below the line» -which literally means: below the line- better known by its acronym BTL, consists of the use of non-massive forms of marketing communication aimed at specific market segments.

The promotion of products or services, in theory, is carried out through actions that are characterized by the use of high doses of creativity, surprise and sense of opportunity; which would create new channels to communicate advertising messages.

In personal communication models, feedback – response, audience reaction – is instantaneous. With mass communication, however, there is no such immediacy. BTL media not only speed up the response, but also make the effectiveness of advertising more measurable.

Embrace the line: This term was popularized by Martin Bueno and Joe Wiseman at the JWT advertising agency in New York City, USA, and refers to marketing actions that are interactive and include both ATL and BTL strategies.

Types of advertising

Businesses still engage in direct mail advertising, especially older demographics who are online less frequently than younger generations. Catalogs and mailing addresses are still effective and efficient marketing tools.

Businesses often present their products and services through local Chambers of Commerce. Banks hold mortgage seminars to answer questions about mortgages, interest rates and home affordability in order to attract new loan customers.

In contrast, below-the-line advertising reaches fewer people, but is more selective about its audience. In most cases, below-the-line advertisers first conduct extensive market research in an attempt to identify a target niche of buyers who are likely to purchase the products. Once the target demographic is identified, below-the-line advertising reaches consumers in a more personalized way.

What is atl

The advertising technique «below the line» -which literally means: below the line- better known by its acronym BTL, consists of the use of non-massive forms of marketing communication aimed at specific market segments.

The promotion of products or services, in theory, is carried out through actions that are characterized by the use of high doses of creativity, surprise and sense of opportunity; which would create new channels to communicate advertising messages.

In personal communication models, feedback – response, audience reaction – is instantaneous. With mass communication, however, there is no such immediacy. BTL media not only speed up the response, but also make the effectiveness of advertising more measurable.

Embrace the line: This term was popularized by Martin Bueno and Joe Wiseman at the JWT advertising agency in New York City, USA, and refers to marketing actions that are interactive and include both ATL and BTL strategies.

Atl and btl

Above-the-line and below-the-line advertising refer to the use of media and cash incentives, respectively. tytfrn delves into the topic of above-the-line versus below-the-line advertising. The biggest thing to be achieved in advertising, in my opinion, is credibility, and nothing is more credible than the product itself.

◼ Use the following: text ads Sales promotions Sales coupons Discount coupons Brochures and displays Door-to-door sales Electronic direct marketing Cash incentives Shopping-front-end activities Exhibitions.

◼ One has to have a very deep knowledge regarding local traditions, customer preferences, etc. targeting can be tricky at times. Some users may find it difficult to trust the company in case of previous negative experiences.