It allows for a more personal, intimate, oneonone point of contact. Difference between above the line and below the line. See 163 types of marketing, all clearly explained with examples. These category names reflect the business practices of advertising agencies. These days, companies use an integrated approach involving. Marketing communications chris fill is principal lecturer in marketing and strategic management at the university of portsmouth. Some organizations separate abovethe line expenditures on advertising from below the line activities such as product information, social media or direct marketing. Below the line promotion methods repost july 2 2007 8. Below the line advertising is an advertising strategy in which a product is promoted in mediums other than radio, television, billboards, print and film. Below the line advertising targets a smaller audience and may use traditional advertising methods. Below the line and above the line advertising are two important forms of advertising that are widely used in the current scenario. Market research business organizations need to set clear objectives and strong market understanding. Btl is a preferred tool when test marketing a product, sampling and also in case of a targeted campaign in.
Organisations compete heavily for the attention and custom of the consumer through their advertising. It is easier to track and promises an impressive return on investment. Belowtheline marketing common language marketing dictionary. Sean owns many successful online businesses ranging from an international training business through to dozens of mini sites selling di erent products and services online. Below the line marketing generally refers to marketing practices making use of forms of promotion that do not involve the use of mass media, where, in a firms use of an advertising agency, there is usually no commission charged by the advertising agency, and thus the expense typically appears below the line on the ad agencys bill to the firm. Also, the concept of through the line has also been explained briefly. I think using online marketing strategy would be a great idea for every modern business. Consumers are exposed to thousands of marketing communication messages every day. The case highlights, various btl promotional activities of naturals in selected salons of new delhi while planning to meet the future challenges. Above the line advertising explained in detail with. Instead, companies often subscribe to multiple strategies. Below the line marketing is a term that has historically been used in reference to marketing activities that are relatively targeted and focused to specific groups of people that closely ties to sales and trade plans. Below the line promotion btl by using below the line promotion techniques the firm can keep control over its promotional efforts and does not have to pay intermediaries and external agencies. Below the line advertising free download as pdf file.
Regression and forecasting techniques 206 statistical decision theory or stochastic methods 219. Direct marketing, email marketing loyalty programs, social media like facebook and twitter, and promotions targeted to specific customers are examples. Some below the line film and television film crews operate in preproduction, production, or postproduction stages of filmmaking. Aug, 2012 below the line btl promotional techniques. Below the line marketing and below the line advertising. Marketing management have witnessed a tug of war between advertising and sales promotion since inception.
Below the line advertising refers to newer forms of interactive advertising that have become more common in the early 21st century. Above the line atl, below the line btl, through the line. Advantages and disadvantages of above and below the line. Btl is an indie shopper marketing agency based in auckland new zealand. The line was originally used to separate marketing activities which had mass penetration above the line to those which had specific penetration below the line. There are two kinds of marketing strategies that can be used to promote any product. The internet marketing academy developing an internet marketing strategy.
Sean is the founder of the internet marketing academy which aims to improve. Examples include pointofpurchase display materials, product sampling, or a direct telemarketing campaign targeting specific. In addition, promotions intended to draw in customers or increase customer loyalty on a store level can also be considered below the line advertising. Pdf below the line promotional activities at naturals new delhi. Below the line marketing efforts are less formal and more. Marketing communications edinburgh business school. Above the line atl advertising is where mass media is used to promote brands and reach out to the target consumers. The internet marketing academy fakulta telesne vychovy. On creating awareness and brandbuilding with above the line advertising in print, billboards and on air or with direct marketing and below. Btl activities like email campaigns, exhibitions, brand activation, which includes mall activation, corporate activation and society activation, all form the basis of below the line marketing. Due to being much more focused, these channels are great for driving conversions. Below the line btl btl on the other hand is on the micro level, this marketing or promotion method is much more targeted towards specific groups of people. Atl, btl and ttl marketing in education industry social science. What is btl in marketing btl refers to a series of marketing techniques known collectively as below the line marketing.
The term above the line atl is used for advertising involving mass media. Before spending or testing without certainty, its important to know what will work for your business. There is so much noise, that people dont pay attention to hoardings, or internet ads. Good marketing integrates abovethe line and below the line strategies. Above the line vs below the line marketing atl vs btl marketing.
It uses less conventional methods than the usual specific channels of. The purpose of an ad may be to raise awareness brand advertising, or to elicit an immediate sale direct response advertising. Of course, theres no perfect marketing tool that works each and every time. But at the same time, btl marketing is abused nowadays. Naturals salons use below the line, btl techniques along with other strategies for promoting their products and services as any other touch. On the other hand, below the line marketing is much more measurable and also gives a good roi. For example, the film editor may work solely in the postproduction stage of filming but they might also work throughout the production, editing the film as it is shot and advising the director if and when additional shots or scenes are needed. A lot of companies integrate the methods of below the line advertising with regular promotional techniques. Difference between above the line and below the line advertising.
These include communications such as direct mail, sponsorship, brochures, pr, and email marketing etc. Advantages and disadvantages of above and below the line advertisement. Five below marketing strategy by lauren clark on prezi. Pricing a product is one of the most important decisions an organization can make. It is amongst the most mature, developed and diverse of business practices. Jan 14, 2016 advertising in organisational business and marketing communications, below the line btl is an advertising technique.
He is also the senior examiner for the marketing communications module offered by the chartered institute of marketing on. Pdf below the line promotional activities at naturals. Consider how abovethe line atl and below the line btl marketing works, and which is better for your business, with koozais latest infographic. Below the line marketing consists of channels that strive to establish t argeted relationships between marketers and individual consumers, and offer relatively easier measurement. Here in this tutorial, we will provide an insight into each of these components one by one in detail. They can get less market share due to the exclusivity disadvantage.
Weve included a brief description, comment, example and extra resource for each type. Below the line marketing also below the line advertising and below the line promotion is a direct advertising strategy to reach the targeted customers. The following is a broad list of marketing techniques in areas such as pricing, branding, promotion, place, product development, business models and distribution. The rapid increase in the expenditure on below the line promotions consumer and trade promotions, direct marketing, sponsorship and public relations relative to abovethe line advertising television, radio, print, outdoor and cinema in south africa has earmarked a new era of integrated marketing communication strategies across all sectors. Belowtheline promotion btl by using belowtheline promotion techniques the firm can keep control over its promotional efforts and does not have to pay intermediaries and external agencies. Mar 28, 2020 some examples of this type of advertising include catalogs and other direct marketing techniques, where individual consumers are contacted to land sales. Below the line btl techniques ensure recall of the brand while at the same time highlighting the features of the product.
Promotion is either abovethe line or below the line. Most frequently used below the line modes include direct marketing and public relations. All in all, especially when compared to above the line marketing activities, below the line marketing is a lot more affordable. The rapid increase in the expenditure on below the line promotions consumer and trade promotions, direct marketing, sponsorship and public relations relative to above the line advertising television, radio, print, outdoor and cinema in south africa has earmarked a new era of integrated marketing communication strategies across all sectors.
As it is illustrated in figure below, amazons annual global marketing. Everything you need to know about atl, btl and ttl advertising. Marketing communication attempts to provide information to the consumer. There are different ways in which this can be done, primarily though, the techniques depend on various other factors, like target audience, type of product, niche specifics, location, distribution channel, etc. Above the line atl is an advertising technique using mass media to. The examples of below the line marketing activities include hoardings, out of home advertising, sales promotions, brochures, pamphlets and others. The advent of social media has blurred the line segregating the marketing techniques. We found a whopping 163 types of marketing, so this turned out to be a pretty big article. Some examples of this type of advertising include catalogs and other direct marketing techniques, where individual consumers are contacted to land sales. The elements of the marketing mix are combined to create a marketing strategy that will lead to the achievement of the organisations objectives. Marketing research has developed several different approaches to price optimization. Sean mcpheat, a serial entrepreneur and internet marketing authority is the author of this publication. Many times, content marketing is a product or a standalone experience that gets the conversation going and creates the opportunity for the audience to get involved in the shows universe.
It mainly involves the media vehicles like television, radio, print and magazines and cinema. Apr 28, 2010 a mix of above and below the line marketing has traditionally been seen as essential for sales and branding campaigns. The explanation as well as the pros and cons of above the line advertising have been elaborated in the paragraphs to follow. Using btl advertising, companies promote goods and services using mediums other than tvc, radio, newspapers, magazines and billboards etc. Today, these marketing strategies fall into two distinct categories above the line atl and below the line btl activities. Mar 10, 2018 as can be seen from the above distinguishing characteristics of above the line vs below the line marketing, we observe that above the line marketing is expensive, involves a lot of budget and the roi is difficult to be measured. The relationship between abovetheline advertising and. These include conventional media as we know it, television and radio advertising, print as well as internet.
But in the early phase of twenty first century this war has taken a new avatar in form of above the line and below the line activities, widening both scope and intensity of this war. Thats why we decided to put together an epic list of all the different types of marketing techniques that you could try. However with decreased media spend and the evolution of email and digital communications, below the line marketing is becoming a standalone approach for b2b sales and marketing. Nov 20, 2012 atl and btl expanded as above the line atl and below the line btl respectively are essentially advertising techniques targeted towards specific audiences and for specific purposes. Atl, btl and ttl marketing definitions and examples. Nidhi arora banasthali vidyapith, vanasthali, rajasthan. The use of the marketing mix in product launch uk curriculum topics marketing mix product price. Above the line vs below the line marketing atl vs btl. Below the line marketing is one of the best forms of marketing. Oct 15, 2012 in a market rapidly adjusting to changes in technology, available information and heightened consumer demand, traditional and brand oriented advertising is no longer the primary driver of customer behaviour. Naturals salons use below the line, btl techniques along with other strategies for promoting their products and services as any other touch and feel product prefers to do. Mar 12, 2018 below the line marketing generally refers to marketing practices making use of forms of promotion that do not involve the use of mass media. Through the line ttl refers to a promotional strategy taking advantage of the best of atl and btl advertising concepts, ensuring. The main types of belowtheline advertising systems include direct mail campaigns, trade shows, catalogs, and targeted search engine marketing.
Mar 28, 2020 amazon marketing strategy relies on the following six pillars. Below the line marketing includes direct marketing by mail or email, sales promotion, marketing communications, exhibitions and telemarketing. Many analysts have estimated that margins in btl activities are as high as 20% as it provides valueadded services. Sep 22, 2016 difference between above the line and below the line advertising. Belowtheline advertising is an advertising strategy where products are promoted in media other than mainstream radio, television, billboards, print, and film formats. A mix of above and below the line marketing has traditionally been seen as essential for sales and branding campaigns. Consider how abovetheline atl and belowtheline btl marketing works, and which is better for your business, with koozais latest infographic. Below the line advertising direct marketing advertising scribd. The relationship between abovetheline advertising and below. Examples and benefits of below the line marketing techniques. Abovetheline marketing widespread brandbuilding advertising. Often known as direct marketing strategies, below the line strategies focus more on conversions than on building the brand. Its reflected in the dwindling print newspaper circulation and the stagnant market of network television commercials, focus of marketers has now shifted from an above the line focus.
Below the line marketing activities can be seamlessly classified as those promotional activities that offer a direct communication to the target audience. Atl, btl and ttl marketing in education industry dr. Consider those numbers, and the sea change looks like a truly oceanic movement of marketing emphasis. Belowtheline spending,by contrast,should grow by approximately 7. Jun 03, 2014 advantages and disadvantages of above and below the line advertisement.
A guide on above the line vs below the line marketing. Examples include pointofpurchase display materials, product sampling, or a direct telemarketing campaign targeting specific businesses. Download free ebooks at developing an internet marketing strategy. Deciding on where to allocate your marketing budget. Brand owners and new start ups use below the line marketing as the cost are. Countless business owners opt to embrace the power of below the line marketing techniques for the following reasons. Examples of abovetheline advertising your business. If services are included in the marketing strategy, the four ps are extended to seven.
It aims at using sales offers, doortodoor promotions, and similar methods to advertise. As a result, btl promotion is relatively cheap compared to atl promotion. Above the line advertising explained in detail with examples. The objective of the marketing communication budget is to achieve the communication goals as cost effectively as possible and demonstrate a successful return on investment. Online marketing has various components as shown in the illustration below. Below the line marketing provides you with more opportunity to build on the customerbrand relationship. During that span, spending on all abovetheline advertising media is expected to grow by an average of 5. Below the line marketing btl marketing and its applications. They include direct methods such as estimation of willingness to pay, indirect methods such as gaborgranger and van westendorp techniques, and prod. Below the line marketing includes direct marketing strategies directed to specific target groups and focused on conversions rather than building the brand. If you are planning a below the line campaign then face to face marketing is one of the best sources of information on the internet.
1471 1414 9 1332 1359 1549 666 1314 644 269 1518 1351 70 853 451 711 110 1187 1255 1431 325 229 1481 669 509 804 673 1328 1282 703 1016 1189 1059 1430 1161