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Below the line (BTL) / Above the line(ATL) / Through the line (TTL)
(Advertising)
In organisational business and marketing communications, Below the line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the line (ATL) strategies. These may include activities such as direct mail,public relations and sales promotions for which a fee is agreed upon and charged up front.
Above the line is a type of advertising through media such as TV, cinema,radio, print, banners and search engines. 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.
Inaddition, according to Kunal Bhardwaj,[citation needed] Above the line is much more effective, when the target group is very large and difficult to define. But, if the target group is limited and specific, it is always advisable to use Below the line promotions for efficiency and cost-effectiveness.
Say, for example, if a manufacturer of pen is going to promote its product, it may take the ATLroute, but if a company manufactures computer UPS, it will certainly take the BTL route, as the target group is very limited and specific.
More recently, agencies and clients have switched to an 'Integrated Communication Approach.' BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items).BTL techniques ensures recall of the brand while at the same time highlighting the features of the product.
Through the line (TTL) refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the 'line'. An example would be a TV commercial that says 'come into the storeto sample XYZ product'. In this example, the TV commercial is a form of 'above the line' advertising and once in the store, the target customer is presented with 'below the line' promotional material such as store banners, competition entry forms etc.
Promotion can be loosely classified as "above the line" and "below the line" promotion. The promotional activities carried out through massmedia like television, radio, newspaper etc. is above the line promotion.
The terms 'below-the-line' promotion or communications, refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in fmcg products, but also for industrial goods.
Some of the ways bywhich companies do BTL (below the line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc.
Below the line sales promotion
Below the line sales promotions are short-term incentives, largelyaimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising.
A definition of below-the-line sales promotion given by Rohan Salvi:
'Animmediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration'.
Methods of below the line sales promotion
1. Price promotions
Price promotions are also commonly known as" price discounting". These can be done in two ways:
A discount to the normal selling price of a product, or
More of the product at the normal price.
Alt Price...