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Advertising Media Below the Line
This document discusses below-the-line (BTL) advertising. It defines BTL as using more targeted media to directly reach consumers, rather than mass audiences. BTL often focuses on specific local areas and products that consumers can see in person. Some common BTL media discussed include direct mail, coupons, point-of-sale displays, door-to-door marketing, sales literature, and email marketing. The document also notes that BTL advertising is typically conducted directly by the company and has lower costs than above-the-line advertising.
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Advertising Media Below the Line
- 1. ADVERTISING MEDIA – BELOW THE LINE (BTL) 11/2/2014 LECTURE 5. 22.10.2014. CoB@UQU
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- 4. 11/2/2014 • BTLcommunication use media that are more niche focused • Below the line advertising seeks to reach a consumer (instead of a mass audience) directly rather than through an intermediary, such as would be the case with a commercial during a television show. This type of advertising is often centered on specific localities and is used to promote products that a consumer will want to see in person. It can be coupled with in-store sales help in order to explain the features of the product. • may also be referred to as “out of home” advertising or “direct marketing.”
- 5. BTL MEDIA 11/2/2014 • Below-the-line advertising is typically conducted by the company itself. • Direct Mail • Coupons • Gift-with-purchase • Sales Literature • Point-of-sale displays • Book advertising
- 6. direct mail •should be professionally designed • should have compelling messages • Lower costs compared to ATL 11/2/2014
- 7. Door-to-door marketing •Selling at Personal Level • one of the most common forms of below the line advertising • requires highly trained sales staff • upfront costs can be kept low and salespeople have more incentive to make sales 11/2/2014
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- 10. Sales Literature •Leaflet • Folder • Brochures • Catalogues etc 11/2/2014
- 11. 11/2/2014 1 2 4 3
- 12. POS Display Material • Mobiles • Posters • Pelmets • Dummy packs • Wire stands • Showcards • Dispenser boxes • Display stands 11/2/2014
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- 14. Exterior location marketing • driving interest to an event or sale through the strategic use of employees placed outside the location • beneficial for small companies, restaurants and auto dealers 11/2/2014
- 15. Email marketing 11/2/2014 • See Example – HDFC Bank
- 16. 11/2/2014 Through theline Advertising • "Through the line" refers to an advertising strategy involving both above and below the line communications.
Editor's Notes
- #3 Source: http://economicsofadvertising.com/?page_id=87 Note: The third classification is – Brand Advertising and Direct Response Advertising